From Virality to Clarity: how do you make smart choices in a world where TikTok, algorithms and AI are constantly nudging what you watch, think, buy and believe?

In this episode of Decisions That Count, neuroscientist Dr. Shawn Watson and marketer/mum/marathon runner Michelle O’Brien sit down with Ted Sacripanti — digital media entrepreneur, TikTok insider and Co-Founder of Nvertical — to unpack the creator economy, AI-driven marketing, and the true cognitive cost of social media.

Ted helped build TikTok’s internal Account Planning division before turning that insider knowledge into his own agency. Now, he helps brands like Apple, Nike, and Red Bull navigate the TikTok ecosystem and leverage AI to drive real, measurable results. Together, we explore how to protect your decision-making capacity in an environment designed to keep you scrolling.

🎧 In this episode, you’ll learn:

• How TikTok’s algorithm really “learns” you — and why your For You Page looks nothing like anyone else’s.
  
• Why every scroll, like, share and comment is a micro-decision that quietly drains your cognitive battery.
  
• The neuroscience of decision fatigue online: what’s happening in your prefrontal cortex when you binge social media, and why it’s not just a “willpower problem.”
  
• The difference between being a passenger (books, long-form content) and being a driver (social feeds, endless choices) — and why that matters for your brain.
  
• Inside the creator economy: how creators actually make money, why brands are shifting from ads to people, and where trust really lives today.
  
• How AI is reshaping marketing teams, media buying and content velocity — and what smart leaders should be doing now to stay ahead.
  
• Practical strategies to reclaim your attention, design healthier digital habits, and make decisions that stick (whether you’re a creator, a founder, or a parent with a phone in your hand).
  

If you’ve ever wondered why you feel mentally fried after “just 10 minutes” on TikTok, or how to use these platforms for growth without losing yourself, this conversation is for you.

⏱️ Chapters

00:00 Introduction

03:00 The Algorithmic Influence on Choices

05:58 Social Media's Impact on Mental Health

08:55 Cultural Fragmentation and Nostalgia

11:57 Decision Fatigue in the Digital Age

15:00 The Role of AI in Modern Decision Making

21:28 Cultural Shifts and Real-World Experiences

23:30 Understanding the Creator Economy

29:12 The Future of AI Influencers

35:04 Marketing Strategies in the Age of AI

41:07 The Importance of Customer Acquisition

👤 Connect with Ted Sacripanti

• LinkedIn: https://www.linkedin.com/in/ted-sacripanti/
  
• Nvertical (TikTok-first agency): https://www.nvertical.io/about-1
  

If this episode sparks something for you, hit subscribe, leave a review, and share it with someone who’s standing at a major crossroads.

Because your decisions shape more than your to-do list-they shape your life, your legacy, and the world you impact.

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