The Role of Artificial Intelligence in the Modern Approach to Neuromarketing

Ivana Radojević (), Milica Slijepčević () and Nevenka Popović Šević ()
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Ivana Radojević: Metropolitan University Belgrade
Milica Slijepčević: Metropolitan University Belgrade
Nevenka Popović Šević: University Business Academy in Novi Sad, Information Technology School ITS-Belgrade

Chapter Chapter 2 in Multidisciplinary Approaches to Contemporary Marketing, 2025, pp 45-73 from Springer

Abstract: Abstract With the emergence of new technological possibilities, the world of marketing is also changing rapidly. With the influence of technology in people's communication, the field of consumer research and interactions with them have significantly improved. The utilization of neuromarketing tools and artificial intelligence (AI) contributes to a streamlined marketing research process, yielding improved outcomes and ultimately influencing strategic decision-making within the business environment. This article aims to provide a literature review on AI and neuromarketing in the domain of understanding consumer experience. At the same time, it identifies the most effective areas of application of neuromarketing tools thanks to new information technology methods. From the perspective of innovative technological applications, AI provides the possibility of complex consumer analysis to facilitate efficient decision-making during the purchase process. Artificial intelligence (AI) is becoming an inevitable part of everyday life, affecting people's style and behavior. On the other hand, we have witnessed that traditional market research methods often cannot describe market behavior in the most adequate way. Neuromarketing techniques reveal how unconscious responses and feelings influence customer perception and decision-making processes. In this way, a complex and qualitative study of behavior patterns and psychological, and emotional insight into the state of consumers is achieved, which also results in more efficient business on the market. Artificial intelligence (AI) helps neuromarketing in the accuracy of measurements in terms of selection and recognition of the emotions of individuals, which can be significant as the basis of all integrated marketing activities subsequently. The joint action of artificial intelligence (AI) and neuromarketing is a sure way to create new trends that will significantly help marketers record consumer behavior more reliably and understand the process of consumer behavior more effectively. With the technological support of AI algorithms, organizations will have a wide range of possibilities in a modern approach to neuromarketing and thus act synergistically on more complex consumer analysis.

Keywords: Artificial intelligence; Neuromarketing; Integrated marketing communication (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-78026-4_2

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