Will Leach on Mindstates, AI, and the Psychology of Influence

In a marketing environment defined by content saturation, accelerating AI adoption, and diminishing attention spans, business leaders face growing pressure to make every message count. In this episode of the Infosys Knowledge Institute podcast, Jeff Kavanaugh speaks with Will Leach, founder of Mindstate Group, about how behavioral science is reshaping the way organizations influence customer decisions. Leach explains why traditional approaches centered on brand voice and segmentation fall short, introducing the concept of mindstates to better understand how context, motivation, and psychological triggers shape behavior in real time. He also explores how generative and agentic AI can uncover deeper insights and translate them into action. Ultimately, he argues that competitive advantage will come from aligning marketing with how people actually think and decide, rather than simply producing more content.