Here comes System 3: a theory of artificial cognition

The WARC Podcast · Apr 2, 2026 · 45m

System 3 thinking recognises that AI now functions as an external cognitive partner in human decision-making, not just a tool. Thinkerbell's Adam Ferrier and Matt Plant join WARC's Lena Roland to discuss its impact on the customer journey, brand fame, and the cognitive surrender trap.

Guests:

Adam Ferrier, Founder & Psychologist, Thinkerbell

Matt Plant, Head of Behavioural Science and AI, Thinkerbell

Chapters:

00:00 – Intro: System 3 Thinking on The WARC Podcast

02:10 – Why System 1 and System 2 Transformed How Marketers Think

05:18 – What is ‘System 3’? A New Layer of Consumer…