Prof. Dr. Ansgar Zerfass - Universität Leipzig

Prof. Dr. Ansgar Zerfass

About the research project

Title: Neuroscientific concepts & technologies for communication

Project duration: 2023 to 2024

Neurotechnologies are constantly evolving, particularly through AI, which also offers potential for applications in the corporate context. The data collected can be used to derive emotional and cognitive states for corporate communication.

Neurotechnologies in corporate communications

The use of neurotechnologies offers a wide range of opportunities for corporate communications. For example, companies can analyze target group reactions to communication activities, improve the decision-making ability and stress management of managers or optimize the effectiveness of skills transfer in training and coaching.

Leipzig University is investigating the extent to which neurotechnological approaches are used in corporate communication and what potential they offer.


Research questions

  1. What is the potential of using neurotechnology in corporate communications?
  2. What application scenarios do neurotechnologies offer for corporate communications?
  3. What are the challenges of using neurotechnology in corporate communications?


With the help of a conceptual study, a generally understandable overview of the status of neurotechnologies in communication is to be provided and use cases for corporate communication identified.