Artificial intelligence in neuromarketing: revolution or risk?
Artificial intelligence in neuromarketing: revolution or risk?

Summary/Abstract: Artificial intelligence (AI) is making a decisive entry into the field of neuromarketing, transforming the way companies analyze and understand consumer behavior. This article explores the key applications of AI in neuromarketing, along with the benefits and risks associated with its use. Among the main advantages are AI’s ability to conduct more precise data analysis, personalize advertising messages, and optimize marketing costs. However, its use in neuromarketing also presents significant risks, particularly ethical and legal concerns related to personal data, potential biases and errors in algorithms, and the diminishing role of human judgment in marketing decisions. These challenges raise important questions about businesses' ability to implement AI responsibly and ethically without undermining consumer trust.

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