Expert Sofia Soto

International

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Senior Behavioral & AI Consultant

Sofia Soto is Senior Behavioral & AI Consultant at Mediaplus in Munich, where she builds frameworks that pair psychological insights and consumer data with AI to make behavioral science scalable and usable for clients.

She joined Serviceplan Group in strategy in 2023, then specialized in AI, which she now applies to understand consumer behavior. After her bachelor's degree at LMU Munich, she completed a master's with a focus on Digital Innovation and Business Transformation and has since helped drive that transformation from within the agency group.

At Mediaplus she leads the AI Collective, an internal network that has already run international hackathons and translates AI from demo to daily practice. This perspective also shapes her industry work: she is co-author of the BVDW whitepaper on AI agents.

Past appearances by Sofia:

Munich, October 2025

Panel „AI in the Media: Friend or Threat?"

LMU Munich, Department of Media and Communication Studies (IFKW), Munich, 2026

Topic: „Data-driven strategic communication: AI and big data in research and practice" (together with Alex Turtschan)

RTL Beach, 2026

Opening remarks ahead of the talk on Luma.AI

View LinkedIn Profile

Sofia's Topics

AI and professional expertise

While AI can generate answers in seconds, the real challenge is knowing when to trust the output, when to challenge it, and when not to use AI at all. Sofia Soto explores why AI without expertise often produces confident nonsense, why judgment becomes the critical source of value in the age of machine-generated answers, and how professional roles are being redefined rather than replaced. As lead of the Mediaplus AI Collective, she has tested these questions in practice.

Behavioral science in marketing

Many campaigns underperform not because of insufficient budget, but because brands misunderstand what drives consumer decisions. Traditional market research relies mostly on self-reports. Behavioral science assumes decisions happen unconsciously, shaped by psychological and social influences. It reveals what triggers action and why some brands come to mind when it matters. Sofia Soto shows how AI makes these principles actionable at scale, enabling brands to understand the drivers of choice and stay top of mind when decisions are made.

Creativity, brand resonance, and AI

A commercial goes into production, the budget is approved, the shoot is scheduled, and yet the message fails to reach the community. Whether creative ideas work depends less on effort than on whether they hit a target group's cultural codes and decision patterns. Sofia Soto explores this intersection from two perspectives: as a strategist who models the psychological drivers of resonance, and from the creative side, where she has competed in Cannes Lions in the creative media category. Her talks examine how resonance can be tested before production, which signals determine whether an idea connects, and where AI can strengthen creativity rather than undermine trust.

More Experts:

Expert Alex Turtschan

Alex is an expert in GenZ, Gaming & E-Sports Marketing, Customer Decision Journey, Live Streaming, Fandom & Communities, Future of Content, and Consumer Insights.

Expert Carina Müller

Carina is an expert in Retail Media, Unified Commerce, Digital Customer Experience, Sales & Marketing, eCommerce, and Data Strategies.

Expert Daniel Schmidt

Daniel is an expert in Captivate Listeners, Conquer Markets: The Power of Podcasts, Audio – The Medium of the Future?, and Why Audio? The Underestimated Champion in the Media Mix.

Expert Esther Busch

Esther is an expert in Innovation Driving, Entrepreneurial Thinking & Leadership, Corporate Strategy, and Moderation.

Expert Karin Immenroth

Karin is an expert in The Future of Media & AI, (DE) Centralized Data Platforms of the Media Industry, and Data-Driven Decision-Making – From Insights to Impact in a Global Economy.

Expert Maximilian Schöngen

Maximilian is an expert in Media & Creation and Creative Communication.

Expert Sarah Hinderer

Sarah is an expert in Impact-Driven Influencer Marketing, Creator Generated Content, Cultural Context + Realtime Trends, Social Scaling, Brand Decoding + Mapping, Performance Metering, Creative Strategy, and Creator Commerce.

Expert Sascha Dolling

Sascha is an expert in NE.R.O. AI, Programmatic Advertising, Sustainable Media, and Data Clean Rooms.

Expert Simone Jocham

Simone is an expert in Future of Social and Beyond the Console.

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