The Role of Artificial Intelligence in Neuromarketing in Understanding Consumer Behaviour

Abstract

The recent decade has witnessed a sea change in different management domains, including human resource management, financial management, supply chain management, marketing, etc. The marketing field is undergoing tremendous growth and development with the application of artificial intelligence and neuromarketing. Neuromarketing is an emerging discipline that focuses on gathering vital and relevant information from brain science, psychology, people's behaviour, marketing and related disciplines, focusing on understanding consumer behaviour in the given context. This empirical study is focused on analysing AI's role in neuromarketing to understand consumers' overall behaviour. The researcher intends to collate the data from primary and secondary sources and analysed it using novel tools like Multilayer preceptor to provide meaningful insights. The analysis reveals that AI in neuromarketing effectively engages with consumers on a real-time basis, personalises products, and harnesses market knowledge for sustainable growth and development.