This study examines the relationship between artificial intelligence (AI) and neuromarketing, emphasizing how cutting-edge technologies like eye tracking, facial coding, and electroencephalography (EEG) go beyond conventional qualitative and quantitative approaches to better understand consumer behavior. Studies that specifically used AI in neuromarketing contexts were the focus of an analysis of articles published between 2023 and 2024 from the Scopus database using a systematic literature review (SLR) methodology informed by PRISMA 2020. Results show that in a variety of industries, such as e-commerce, travel, luxury branding, political campaigns, and education, AI-enhanced neuromarketing dramatically increases prediction accuracy, consumer engagement, and branding efficacy. The review does, however, also point out enduring issues, such as the lack of cross-industry comparisons, inconsistent methodology, dependence on short-term and small-scale studies, and a lack of focus on ethical and cross-cultural issues. Crucially, the findings show a conflict between cognitive and affective outcomes. For example, AI-powered settings like the metaverse increase cognitive engagement but frequently result in increased mental strain and decreased emotional fulfillment. According to the study's findings, while AI-powered neuromarketing holds great promise for transforming marketing management, its long-term implementation necessitates standardized procedures, ongoing validation, and strong ethical protections. By focusing on how emotion and memory encoding, mediated by artificial intelligence and digital experiences, influence consumer behavior, this study helps close current gaps and provides theoretical and practical implications for future marketing tactics.
artificial intelligence, neuromarketing, systematic literature review, Scopus.
International Journal of Trend in Scientific Research and Development - IJTSRD having
online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International
Journal which provides rapid publication of your research articles and aims to promote
the theory and practice along with knowledge sharing between researchers, developers,
engineers, students, and practitioners working in and around the world in many areas
like Sciences, Technology, Innovation, Engineering, Agriculture, Management and
many more and it is recommended by all Universities, review articles and short communications
in all subjects. IJTSRD running an International Journal who are proving quality
publication of peer reviewed and refereed international journals from diverse fields
that emphasizes new research, development and their applications. IJTSRD provides
an online access to exchange your research work, technical notes & surveying results
among professionals throughout the world in e-journals. IJTSRD is a fastest growing
and dynamic professional organization. The aim of this organization is to provide
access not only to world class research resources, but through its professionals
aim to bring in a significant transformation in the real of open access journals
and online publishing.