Affiliation:
1. Ibn Zohr University, Morocco
Abstract
Neuromarketing is an interdisciplinary field that combines neuroscience, psychology, and marketing for a better understanding of consumer behaviour. Artificial intelligence (AI) is a discipline that can shape consumers' preferences, leading to better insights for marketing strategies. This chapter aims to identify, evaluate, and summarise the findings of all relevant individual studies on the usage of artificial intelligence in Neuromarketing practices, as well as the different controversial ethical perspectives regarding this discipline. A systematic literature review of research studies published in indexed databases over the past ten years, 58 recent references were studied using a qualitative content analysis approach. The results indicate the application of AI in neuromarketing allows for more accurate and precise analysis of consumer behaviour and decision-making processes. However, the ethical debate of applying AI in neuromarketing is still ongoing, making it a topic of controversy and further research.