The role of artificial intelligence in neuromarketing research: Insights and applications

Abstract

Conventional marketing research tools, such as surveys and focus groups, assess customer reactions to different product aspects. However, these methods often fall short of capturing the intricacies of the customer’s mindset, as responses may not always be entirely truthful. This is where the neuromarketing proves valuable. The paper explores how AI-driven algorithms and technologies have revolutionized the understanding of consumer behaviour and decision-making processes, offering insights into the subconscious processes governing decisionmaking. AI’s integration enables real-time feedback through technologies such as facial recognition, eyetracking, and sentiment analysis. This immediacy empowers marketers to optimize strategies dynamically, enhancing campaign efficacy. The paper addresses the ethical considerations arising from this integration, emphasizing the importance of responsible AI use in neuromarketing research. The synthesis of AI and neuromarketing not only revolutionizes data interpretation but also navigates the ethical dimensions of consumer privacy and consent. This research provides a comprehensive overview of the symbiotic relationship between AI and neuromarketing, offering valuable insights into the future of consumer engagement and marketing strategies. By harnessing AI’s capabilities, this research showcases the novel avenues for enhancing consumer experiences and optimizing marketing strategies. The paper offers a comprehensive overview of the applications of AI in neuromarketing and underscores its potential to unlock deeper insights into consumer behavior and preferences.