11 Aug Session with Michael Schiessl at the p&a Insights 2025 Frankfurt
HORIZONT Advertising Impact Summit & p&a Insights 2025
The industry highlight, featuring a synthesis of advertising research and market research
On September 3-4, 2025, the HORIZONT Werbewirkungsgipfel and p&a Insights will turn Frankfurt into the hotspot for advertising effectiveness and market research. These two days promise exciting discussions, presentations, and networking opportunities at the Campus Westend of Goethe University.
The countdown is on, and the eye square team is getting ready. Joining the events in Frankfurt will be Michael Schiessl (CEO, eye square), Matthias Rothensee (Chief Scientific Officer, eye square) with his colleague Nuria Sichalla from the Brand & Media Research team, and Katharina Müller (Team Lead Communication).
Session: How to use GenAI and predictive AI for advertising impact
On September 3rd, Michael Schiessl, CEO of eye square, will deliver a presentation exploring the extent to which predictive AI reflects human attention. He will also examine the performance of GEN AI-supported advertising in testing, and how these elements can be integrated and managed within the framework of sandbox AI and real-world data.
The Sandbox integrates technologies like SEAL Smartphone Eye Tracking, the eye square studio or InContext Research environment. These tools facilitate the integration of neuropsychologically grounded human experience data and AI into design and research systems, enabling successful innovations and ensuring genuine success.
Our research system integrates data from:
- Perception measurement (System 0)
- Emotion measurement (System 1)
- Cognition measurement (System 2)
With GenAI in our ecosystem, we not only create content, but also the contexts in which it appears. This allows companies to transition from reactive measures to strategic decisions, transforming them from passive players into proactive market leaders.
Session Details
Vom Spieler zum Spielleiter
Wie der Sandbox-Ansatz helfen kann, GenAI und Predictive AI souverän und erfolgreich anzuwenden
Comparative assessments of authentic data versus AI-generated data regarding the attention and impact of advertisements created by generative AI are essential for understanding their effectiveness.
📅 September 3, 2025 | 11:25 AM
📍 Campus Westend, Goethe University
Anticipation Builds for the Real Impact Award
We are eager to see if we will win the Real Impact Award. This year, we have submitted two contributions on advertising effectiveness, showcasing our innovative approach to measuring and interpreting ad impact and delivering practical, actionable results. We are confident that our work will catch the jury’s attention!
Learn more about our innovations!
Choose your platform and see your ideas in action! Discover the digital experience in controlled and simulated environments, tested by real consumers.
User-friendly eye tracking. Device-independent, a software- and browser-based solution with no additional hardware costs or app downloads.
About Michael Schiessl
Michael Schiessl
CEO eye square
Michael Schiessl is a psychologist, media scientist, and founder of eye square. With eye square, he combines science, technology, and art to create successful and sustainable business under digital conditions, at the nexus of AI. At the core of his work is the human experience, based on the psychological systems of perception, feeling, and thinking (Sys0, Sys1, and Sys2), and their measurability and quality in relation to the reality of desire. This encompasses and expands the perspectives of User, Shopper, and Brand Experience research.
He studied psychology, computer science, and cultural studies in Berlin at Humboldt University and the Technical University, spent time at Yale, and was among the first to introduce implicit research and usability into business practice. His main interests include human attention and large-scale symbols. Alongside his work at eye square, he invests in the field of human experience and, above all, in art.
Michael Schiessl speaks at various conferences and symposia, and is an active member of the BVM (German Association of Market Researchers), the ARF (Advertising Research Foundation, USA), and the BKU (Association of Catholic Entrepreneurs).