As part of the international Neurobusiness Conference, held on 18–19 September 2025 at the University of Dubrovnik campus, Prof. Moran Cerf from Columbia University delivered an inspiring guest lecture for students of the University’s postgraduate doctoral programme Business Economics in a Digital Environment.

The lecture, titled “Measuring Engagement in Content and the Snake-Oil Around It in Neuro-Marketing,” critically examined the ways user engagement is measured and highlighted the challenges and misconceptions surrounding the application of neuroscience in marketing. The talk sparked numerous questions and an engaging discussion among the students, who had the opportunity to speak directly with one of the world’s leading experts in neural implants, brain–machine interfaces, and applied neuroscience.

Prof. Moran Cerf is a professor of neuroscience and business at Columbia University and one of the world’s foremost experts in neural implants, brain–machine interfaces, and applied neuroscience. His work bridges scientific research on the brain with business and societal challenges, helping individuals and organisations improve decision-making, leadership, and user engagement. He is the author of five books and over 70 scientific papers, a multiple award-winning lecturer, and a frequent speaker at conferences such as TED and Google Zeitgeist.