International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Role of AI-Driven Neuromarketing in Shaping Consumer Behaviour

Author(s) Ms. Sravanthi Kumari Punna, Mr. Rohan Remalli
Country India
Abstract With the introduction of Artificial Intelligence (AI), neuromarketing is undergoing a tremendous transition, ushering in a new era of precision, prediction, and customisation. This study looks at the convergence of AI and neuromarketing, specifically how AI-powered techniques like eye-tracking, facial expression analysis, EEG data interpretation, and sentiment analysis are being utilized to decode customer behaviour at a subconscious level. It also assesses these techniques' performance in improving brand recall, consumer engagement, and purchase intent. Furthermore, the study investigates consumer perceptions about AI-enabled personalization, the ethical quandaries involved with subliminal targeting, and the potential consequences for consumer autonomy and privacy. A mixed-methods approach will be used, including surveys, interviews with marketing professionals, and case studies of organizations who use AI in neuromarketing efforts. The findings seek to contribute to a more sophisticated understanding of how AI might be utilized ethically and successfully in consumer neuroscience. It will provide valuable insights for marketers, policymakers, and researchers on leveraging emerging technologies while maintaining consumer trust and transparency.
Keywords Neuromarketing, Artificial Intelligence, Consumer Behaviour, Eye-tracking, Personalization, Ethics in Marketing, EEG, Sentiment Analysis
Field Business Administration
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-28
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.69654
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E-ISSN 2582-2160
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