Application of Artificial Intelligence in Neuromarketing to Predict Consumer Behaviour Towards Brand Stimuli

Abstract

This research aims to analyse the current level of accuracy in predicting consumer behaviour in response to brand stimuli using artificial intelligence, comparing the results with an analysis conducted using neuromarketing biometrics. The study aims to determine the accuracy achieved in predicting consumer levels of attention and visual attraction towards visual stimuli, compared to the results recorded in a neuromarketing investigation with real users, through eye tracking. The implications of these comparative analyses are discussed in the final part of the article, concluding that the emotional intelligence tool provides very accurate predictions of consumer behaviour in response to visual stimuli. The results of this study revealed that the prediction of the percentage of users who would view each area of interest is very good, and regarding visual attraction (time until the first viewing of each area of interest), it is quite similar to the order observed by the consumer group; consequently, the level of approximation to reality of AI is very good.