What could businesses achieve if they harness tools to build trust, increase customer generosity, and drive economic growth? In today’s rapidly evolving business landscape, neuroscience is emerging as a transformative tool for innovation and industry change. The ability to leverage scientific insights represents a fundamental shift in how businesses engage with consumers and achieve success in a competitive global market. As Tim Cook attributes, “scientific research ensures that our innovations are not only groundbreaking but also meet the highest standards of quality and functionality,” many global CEOs acknowledge the critical role of science in the innovation process. This session will explore the future of applied neuroscience. Moderated by Dr. Dong-seon Chang, this panel features leading experts in the field. Dr. Paul Zak, a pioneer of neuroeconomics and among the top 0.3% of the most cited scientists globally, will share insights on how neuroscience can enhance productivity and trust within organizations by understanding critical decision-making moments. Dr. Adam Gazzaley, the David Dolby Distinguished Professor at UC San Francisco, will discuss his groundbreaking work on brain optimization tools, including the first FDA-approved video game for cognitive enhancement. This session will demonstrate how neuroscience can revolutionize business practices by offering a scientific approach to decision-making, fostering innovation, and enhancing leadership and team performance. Panelists will illustrate how to gain a competitive edge, particularly in understanding and predicting global consumer behaviors, ultimately unlocking new levels of success and establishing a position as an innovative leader. #brain #science #happiness Copyright ⓒ Maeil Business Newspaper. All rights reserved. Unauthorized reproduction, redistribution, and use (including for AI learning) are prohibited.