The 1% Data Can’t Capture: Designing “System 1” for Marketers

Session Overview

While everyone is racing to “use AI,” the real competitive edge often comes from what doesn’t change: how people feel, decide, and act. Technology evolves fast, but human decision-making hasn’t fundamentally changed.

In this session, we explore the marketer’s true craft—understanding the intuition and instincts that AI can’t replicate. Even when data points to the most “logical” answer, customers often choose emotionally, impulsively, and sometimes irrationally. Through real campaign cases, we’ll unpack the psychology behind those choices—and how to design for it.

Jeff Bezos famously advised: “Focus on what won’t change in 10 years.” This session is an invitation to step beyond tool-driven execution and rediscover the marketer’s irreplaceable role: designing campaigns grounded in human nature—using technology as a lever, not a crutch.

• Beyond AI hype: What matters most is the human constant, not the latest tool
• The missing 1%: Why intuition, emotion, and instinct still drive outcomes
• System 1 design: How to build campaigns for fast, subconscious decision-making
• From tools to craft: Using tech strategically while staying human-first

Speaker

Soyeon Kim

Founder / Partner

Quantumlink Partners

Soyeon Kim is a business leader with 18 years of experience across sales and end-to-end B2B/B2C marketing at global companies. Based primarily in Singapore and Korea, she has worked at leading multinational corporations including Google, Meta, Huawei, Uber, and Coupang Eats—building deep expertise in digital marketing, brand strategy, and user growth.

At Google, she led the launch of Think with Google across Asia Pacific, shaping advertiser strategies grounded in consumer insights. At Meta, she supported companies accelerating digital transformation through the development and launch of the Zero-Friction Future narrative and campaign initiatives. She later led Huawei AppGallery’s Asia Pacific expansion and monetization through app-promotion strategies. At Uber Korea and Coupang Eats, she strengthened early-stage platform growth by improving user acquisition and retention.

Today, she is a founding Partner at Quantumlink Partners, helping organizations achieve meaningful growth amid market change through strategic consulting and leadership/employee coaching.