The WARC Podcast Here comes System 3: a theory of artificial cognition
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Apr 2, 2026 Matt Plant, behavioral scientist who applies cognitive science to marketing, and Adam Ferrier, founder and behavioral strategist, explore System 3: AI as an external cognitive partner. They discuss how AI reshapes the customer journey, builds brand fame through machine-visible signals, risks cognitive surrender, and what brands must do to remain visible and trustworthy in AI-driven decisioning.
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Win The Active Consideration Moment
- Focus System 3 strategy on active consideration moments where LLMs can evaluate many variables for complex purchases.
- Use AI-ready data to let LLMs compare weightings for choices like cars or finance decisions rapidly.
Design Fame For LLMs
- Build 'fame' in System 3 by generating broad, consistent signals across forums and credible sources so LLMs rank your brand as relevant.
- Prioritise social proof and relevancy: many mentions across contexts make the brand a safe suggestion.
Reddit To Earned Media To LLMs Loop
- Thinkabelle used Reddit seeding to create stories that journalists picked up, which then fed earned media into LLMs.
- This loop made earned media become a longer-term reputation asset for AI discovery.