Dr Paul Marsden | Ep 10
Connect with the guests
Dr Paul Marsden
Paul is a Chartered psychologist specialising in consumer behaviour, wellbeing and technology. He is a university lecturer at UAL and a consultant consumer psychologist with Brand Genetics.
Paul believes that the biggest digital disruption is the one happening in our heads, as technology transforms our identity, experiences and relationships. He helps businesses understand how this digital disruption influences consumer needs, motivations and behaviour.
He lectures on consumer trends and consumer psychology at the business school of the London College of Fashion, where he also researches the phenomenon of “enclothed cognition” – the psychological impact of our clothes on how we think.
He co-founded Brainjuicer PLC (now System1 Group), a research company that uses online psychological techniques to understand consumers.
In today’s episode of Confessions of a CyberPsychologist, YouTube Link, I chat with Dr Paul Marsden about the intersection of technology, well-being, and AI-driven futures. From his early fascination with Blade Runner to developing AI “co-workers” for businesses, Paul offers an inspiring take on how technology can be harnessed for positive change.
Growing up with Cyberpunk Influences
Paul’s childhood fascination with Blade Runner ignited his interest in synthetic humans and the blurred boundaries between human and artificial intelligence. This early inspiration spurred him on to do a PhD and eventually co-found Brain Juicer (now System1), a research agency based on word-association techniques.
Positive Psychology and the ARC of Happiness
He underlines the importance of positive psychology, highlighting self-determination theory—specifically the ARC model (Autonomy, Relatedness, and Competence)—as a guiding principle:
- Autonomy: We thrive when we feel in control of our choices, whether online or offline.
- Relatedness: Connection to others—be it through social media, communities, or shared experiences—bolsters our well-being.
- Competence: Feeling capable and “savvy” boosts happiness and encourages repeat engagement in both digital and consumer spaces.
He points out how brands and technology platforms that support these three needs often inspire loyalty, promote well-being, and turn user satisfaction into sustainable profitability.
AI for Well-Being and Business
We talk about the potential of AI assistants—like “Mia” or “Lexi”—that can be given specialised skills and even distinct personalities. In business contexts, these AI “co-workers” not only handle routine tasks (filling forms, summarising documents, analysing data) but also provide empathetic support to employees. By tailoring AI with human-like qualities and memory, users build genuine rapport with their digital counterparts.
He also discusses AI’s capacity to democratise therapy by offering empathetic conversations and personalised mental health support, particularly in a world where counselling resources are stretched. AI’s potential to reduce barriers—such as cost, stigma, and lack of local services—could open mental health support to a far wider population.
Debunking the Doom and Gloom
From I am Gen Z (a documentary highlighting the digital anxieties of Gen Z) to the ongoing debate between Elon Musk’s AI pessimism and Mark Zuckerberg’s optimism, Paul emphasises a balanced view. He sees technology not as inherently harmful but as a tool whose impact depends on how it is used—and crucially, whether it displaces activities that meet our innate ARC needs. He also stresses that regulatory or institutional fears shouldn’t block everyday people from accessing the transformative possibilities of AI.
Looking Ahead
Cyberpsychology is evolving beyond its traditional focus on social media, cyberbullying, and online risks. The rise of AI offers a reset moment: a chance to embrace an applied, more positive strand of cyberpsychology that explores how humans and machines can co-create value, enhance well-being, and tackle real-world challenges.
Key Takeaways:
- ARC Model – A simple but powerful framework for designing technology and consumer experiences that promote happiness and loyalty.
- Empathy in AI – Human-like AI can boost productivity and provide meaningful emotional support, reshaping how we work and care for each other.
- Digital Literacy – Embracing AI across education and business is crucial; we risk falling behind if we ban or overly restrict these tools.
- Positive Outlook – Technology reflects our choices and motivations; focusing on the good it can do encourages innovation and shared prosperity.
Recommended Reading
- Anything by William Gibson (who coined “cyberspace”)
- Without Miracles by Gary Cziko
- Darwin’s Dangerous Idea by Daniel Dennett
By shifting our lens towards the potential for well-being, AI, and positive psychology, we can steer cyberpsychology from a “doom and gloom” narrative to one centred on thriving, innovation, and meaningful human connections.
Acronyms:
AI: Artificial Intelligence
LLM: Large Language Model
