Towards Using Artificial Intelligence in Neuromarketing

Abstract

AI, when applied to the domain of neuromarketing, can help to model consumers' preferences, which can be leveraged by marketers in creating products or brand strategies that yield a good market value. Unlike focus groups and surveys where there is a possibility of masking the actual opinions and feelings of people to certain products and stimuli, AI can help to effectively capture data regarding impact of brain signals in response to certain stimuli. This study will be largely focused on connecting the dots between/forming linking/developing a connection between artificial intelligence and neuromarketing. Using artificial intelligence (AI) can help to bring personalization instead of standardization, which when combined with neuromarketing, can help to build effective advertising campaigns and influence customers' buying decisions. The content posted by consumers on social media, browsing behavior, and online shopping provides valuable personal information. This data when mined and processed using AI technologies can help to recognise patterns in consumer behavior.

Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization

“…AI technology can deeply analyze content on websites and social media platforms, understanding and grasping its background and context. This capability enables it to calculate automatic ad pushes combined with user scenarios, precisely determining the best background for placing ads to ensure the content’s relevance and adaptability to its placement environment and target audience (Bansal & Gupta, 2023). This targeting strategy not only improves the adaptability and effectiveness of the advertisement but also reduces user antipathy and interference, enhancing user acceptance.…”

“…For example, a group of researchers studied the domain of Targeting (Bateni et al, 2017;Choi & Lim, 2020;Helsloot et al, 2018;M€ uhlhoff & Willem, 2023;Theodoridis & Gkikas, 2019). Another group explored the domain of Personalization (Bansal & Gupta, 2023;Campbell, Plangger, Sands, Kietzmann, Bates, 2022;Chandra et al, 2022;Nikolajeva & Teilans, 2021). Some researchers have also studied content creation (Aguilar & Garcia, 2017;Bakpayev et al, 2022;Omar et al, 2022;Smith, 2020;Sun et al, 2022).…”

Challenges and opportunities of AI in individual marketing communication tools

“…By harnessing data patterns, AI can improve tailored advertising and comprehend audience interactions better. AI can collect consumer behaviour data from social media, browsing, and online shopping to identify patterns and preferences (Bansal & Gupta, 2023). According to Kumar et al (2019), marketers can generate, communicate, and provide individualized offers to customers by combining AI with personalized marketing.…”

Svjesnost O Nesvjesnome: Percepcija I Stavovi Potrošača O Neuromarketinškim Tehnikama Trgovačkih Lanaca U Republici Hrvatskoj

“…Upravo je uloga osjetila i emocija važna u pozicioniranju određenih brendova na tržištu jer oni ne zadovoljavaju samo osnovne potrebe potrošača, nego stvaraju veze između brenda i kupaca (Bansal, Gupta, 2023;Lindstrom, 2009). Niz autora (Šola, 2016;Singh, Srivastava, 2011;Lindstrom, 2009Lindstrom, , 2008Foxall i sur., 2007;Holland i sur., 2005) piše o tome kako se u trgovačkim centrima mogu primijetiti vizualni, auditivni, olfaktorni i taktilni podražaji koji stvaraju afilijaciju potrošača prema određenim brendovima te posljedično dovode do konverzije, odnosno kupnje.…”

“…Precizniju i detaljniju povratnu informaciju o emocijama potrošača omogućuje razvoj novih tehnologija, poput umjetne inteligencije. Tako sinergija neuromarketinga i umjetne inteligencije dovodi do kvalitetnijega uvida i mjerenja emocija potrošača (Bansal, Gupta, 2023;Mouammine, Azdimousa, 2019), ali i do osmišljavanja i oblikovanja potrošačkih preferencija. Alatima umjetne inteligencije često se analiziraju sadr-S o u t h E a s t e r n E u r o p e a n J o u r n a l o f C o m m u n i c a t i o n…”