Our brains aren't passive receivers—they're powerful prediction machines, constantly crafting reality from within. Jasmine Bina recently made a fascinating observation: "Our reality is mostly a prediction coming from inside our brains, not the outside world." This isn’t just intriguing neuroscience; it has enormous implications for businesses, brands, and marketers.

People expect AI to be fast, neutral, adaptive, and clear. When it’s not, they disengage — often without warning. New research from Wharton and Science Says shows that small shifts in how chatbots are framed, how quickly they respond, and how “human” they appear can significantly impact trust, usage, and satisfaction.

The most powerful applications of technology wouldn’t be the ones that just solved the most challenging technical problems. They’d be the ones who understood and fulfilled human ones.

In today’s competitive landscape, churn isn’t just a retention issue — it’s the consequence of expectations missed and mismanaged. Churn carries a massive financial cost. In fact, unmet expectations are projected to cost businesses up to $3.8 trillion globally in 2025.