AI applications in neuromarketing and consumer behavior

The transformation of contemporary marketing has been marked by the integration of advanced technologies such as artificial intelligence and neuromarketing; these approaches have enabled a deeper understanding of consumer behavior by considering emotional, cognitive, and subconscious processes that influence decision-making. In this context, the analysis of scientific evidence is essential to identify trends, contributions, and challenges in the use of these technologies within the commercial domain. The general objective of the study was to analyze the influence of artificial intelligence and neuromarketing on consumer behavior through a systematic review of scientific literature published between 2020 and 2025. The methodology was developed under a qualitative approach, using a systematic review design based on the PRISMA 2020 framework; the search was conducted in indexed databases such as Scopus, Web of Science, ScienceDirect, SciELO, and Google Scholar. A total of 92 records were identified, of which 15 empirical studies were selected for final analysis after applying inclusion and exclusion criteria; the information was organized through thematic analysis into four categories: emotional and cognitive processes, artificial intelligence and personalization, neuroscientific technologies, and ethical considerations. The findings indicate that consumer behavior is strongly influenced by emotional and subconscious factors; artificial intelligence enhances personalization and the prediction of purchasing decisions, while neuroscientific technologies enable objective measurement of consumer responses. Additionally, ethical risks were identified, particularly related to manipulation, data privacy, and trust in the use of these technologies. It is concluded that the integration of neuromarketing and artificial intelligence redefines the analysis of consumer behavior by providing more precise and predictive tools; however, its implementation requires ethical and regulatory frameworks to ensure responsible and transparent use.