Ian Baer, CEO and Founder of Sooth, Selected for ADWEEK’s 2025 Innovator 50 List
Ian Baer, the visionary Founder and CEO of Sooth, a leader in predictive emotional intelligence for marketers, has been honored in ADWEEK’s inaugural Innovator 50 list. This recognition highlights individuals who significantly advance innovation in marketing through groundbreaking campaigns and strategies. Sooth’s proprietary AI system, the Emotional Logic Interface (ELI), is pivotal in this achievement, enabling brands to analyze consumer behavior with remarkable precision.
Launched earlier this year, ELI employs advanced analytics to understand the emotional and behavioral dynamics affecting purchasing decisions among 300 million individuals in 20 countries. With an impressive 91% predictive accuracy, ELI helps marketers optimize campaigns by reducing unnecessary spending by up to 80%.
“Most marketing strategies are anchored in demographics and historical data, informing just 7% of brand decisions. The remaining 93% hinge on hidden emotional and situational signals,” Baer stated. He emphasized that ELI transforms these often-overlooked nuances into actionable insights, significantly enhancing marketing effectiveness.
Expressing gratitude for this recognition, Baer stated, “I am proud to be included among this group of innovators. I owe this achievement to my dedicated team at Sooth and the marketing community that inspires us.” He also underscored the urgent need for modern marketing tactics, highlighting his commitment to restructuring outdated methods that hinder brand growth and effectiveness.
Baer’s extensive experience spans three decades across diverse sectors including finance, healthcare, and tech, where he has developed award-winning marketing campaigns for top brands. As an influential figure, he regularly speaks at industry conferences, challenging conventional marketing methodologies through insights backed by Sooth’s data.
To explore further details about ELI and its capabilities, visit soothbetold.com/eli. The complete Innovator 50 list is now available in the November issue of ADWEEK, which was curated by an independent panel of industry leaders alongside ADWEEK’s editorial team.
In summary, Ian Baer’s recognition by ADWEEK reflects the innovative breakthroughs that Sooth brings to marketing, focusing on the intersection of emotional intelligence and consumer behavior analysis.
