Richard Shotton

Richard specialises in applying behavioural science to marketing. He has worked in marketing for 25 years and over that time, he has advised a wide variety of clients from Amazon to Zwift.
He is the author of three books on applied behaviour change - The Choice Factory (2018), The Illusion of Choice (2023) and Hacking the Human Mind (2025). The books are available in 19 languages and The Choice Factory won best sales and marketing book at the Business Book Awards in 2019.

In 2018, he founded Astroten, an agency that applies behavioural science to solve marketing problems. In 2021, he was made an honorary fellow of the IPA and an associate of the Møller Institute, Churchill College, Cambridge University.
Richard co-hosts the podcast Behavioral Science for Brands, which explores principles behind some of the world's most famous brands and campaigns, bridging the gap between academic studies and practical marketing applications

Keynote Title (to take place on October 2):
“Making AI Work Better with Behavioural Science”

Drawing on the latest research, author of The Choice Factory, Richard Shotton explores how behavioural science can help make AI more effective.

Along the way, he’ll emphasise the simple and practical implications for you, so you can see how to apply these ideas directly to your own work.

You’ll leave with knowledge of how to make AI a genuinely useful part of your marketing.

Wortkshop Title (October 1):
"Hacking the Human Mind for Better Marketing"

Join an exclusive, hands-on workshop with Richard Shotton, best-selling author and one of the most influential voices in behavioural science globally.

This half-day session goes beyond theory, showing how behavioural principles can be applied directly to pricing, messaging and conversion.

Through real case studies and interactive working sessions, you will learn how to influence behaviour at every key moment: from first impression to final action.

You will leave with:
- Practical ideas to increase demand and conversion
- Proven techniques to shape perception and willingness to pay
- A clear framework to apply behavioural insights to your own business

Limited seats available. Participation requires an Executive Pass.