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Procedia Computer Science 246 (2024) 1830–1839

28th
28th International
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Conference on
on Knowledge-Based
Knowledge-Based and
and Intelligent
Intelligent Information
Information &
& Engineering
Engineering
Systems (KES 2024)
Systems (KES 2024)

Bridging Brains and Bots: The Impact of AI on Neuromarketing

Fitri
Fitri Aprilianty
Apriliantyab*,
ab
*, Masakazu
Masakazu Takahashi
Takahashiac,, and
ac
and Yoshiyuki
Yoshiyuki Matsuura
Matsuurac
c

a
a Graduate School
Graduate School of
of Sciences
Sciences and
and Technology
Technology for
for Innovation,
Innovation, Yamaguchi
Yamaguchi University,
University, 2-16-1,
2-16-1, Tokiwa-dai,
Tokiwa-dai, Ube,
Ube, Yamaguchi
Yamaguchi 755-8611,
755-8611, Japan
Japan
bSchool of Business and Management, Bandung Institute of Technology, Jl. Ganesha No.10, 40132, Bandung, Indonesia
b
School of Business and Management, Bandung Institute of Technology, Jl. Ganesha No.10, 40132, Bandung, Indonesia
cGraduate School of Innovation and Technology Management, Yamaguchi University, 2-16-1, Tokiwa-dai, Ube, Yamaguchi 755-8611, Japan
c
Graduate School of Innovation and Technology Management, Yamaguchi University, 2-16-1, Tokiwa-dai, Ube, Yamaguchi 755-8611, Japan

Abstract
Abstract

This
This paper
paper delivers
delivers an
an up-to-date
up-to-date bibliometric
bibliometric review
review andand analyzes
analyzes the
the evolving
evolving landscape
landscape of of artificial
artificial intelligence
intelligence (AI)
(AI) and
and
neuromarketing integration. It systematically analyzes a comprehensive set of scholarly articles, publications, and
neuromarketing integration. It systematically analyzes a comprehensive set of scholarly articles, publications, and research outputs research outputs
to
to unveil
unveil trends
trends and
and patterns
patterns inin the
the intersection
intersection ofof AI
AI and
and neuromarketing.
neuromarketing. The The review
review highlights
highlights the
the evolution
evolution of
of methodologies,
methodologies,
tools,
tools, and
and applications
applications resulting
resulting from
from integrating
integrating AI
AI and
and neuromarketing.
neuromarketing. It It shows
shows aa significant
significant and
and constant
constant increase
increase in
in scholarly
scholarly
interest
interest in the intersection of AI and neuromarketing over the past decades. The study also emphasizes the multifaceted approach
in the intersection of AI and neuromarketing over the past decades. The study also emphasizes the multifaceted approach
of
of AI
AI and
and Neuromarketing
Neuromarketing research,
research, encompassing
encompassing fields
fields such
such as
as computer
computer science,
science, decision
decision science,
science, engineering,
engineering, psychology,
psychology, and
and
medicine.
medicine. the
the research
research is is categorized
categorized intointo five
five clusters:
clusters: (1)
(1) the
the neuroscience
neuroscience and and brain
brain structure;
structure; (2)
(2) methodological
methodological approaches
approaches
and
and neuroscience
neuroscience tools
tools for
for diagnostics
diagnostics and and imaging;
imaging; (3)
(3) signal
signal processing
processing and
and analysis;
analysis; (4)
(4) machine
machine learning
learning and
and neural
neural networks;
networks;
and
and (5)
(5) applications
applications in in cognition
cognition and
and perception.
perception. The
The insights
insights derived
derived from
from thethe bibliometric
bibliometric analysis
analysis contribute
contribute to
to aa deeper
deeper
understanding
understanding of of the
the current
current state
state of
of research
research and
and provide
provide aa roadmap
roadmap for
for future
future investigations,
investigations, guiding
guiding scholars,
scholars, practitioners,
practitioners, and
and
policymakers
policymakers in in navigating
navigating thethe dynamic
dynamic landscape
landscape of
of AI-driven advancements in
AI-driven advancements in neuromarketing.
neuromarketing.

©
© 2024
2024 The
The Authors.
Authors. Published
Published by
by Elsevier
ELSEVIER B.V.B.V.
© 2024
This is The
an Authors.
open accessPublished by
article under
under ELSEVIER
the CC B.V. license (https://creativecommons.org/licenses/by-nc-nd/4.0)
CC BY-NC-ND
BY-NC-ND
This
This is
is an
an open
open access
access article
article under the
the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
license of
(https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review
Peer-review under responsibility
under responsibilityofofthe
thescientific
scientific committee
committee of KEStheInternational
28th International Conference on Knowledge Based and
Peer-reviewinformation
Intelligent under responsibility of the scientific
and Engineering Systemscommittee of KES International
Keywords: Bibliometric Review;
Keywords: Bibliometric Review; Consumer
Consumer Behavior;
Behavior; Neuromarketing
Neuromarketing

1. Introduction
1. Introduction

The integration of
The integration of AI
AI into
into marketing
marketing becomes
becomes aa significant
significant trend,
trend, transforming
transforming customer
customer engagement,
engagement, data
data
analysis, and the optimization of marketing strategies [1]. With approximately 2.55 percent of the industry's resources
analysis, and the optimization of marketing strategies [1]. With approximately 2.55 percent of the industry's resources

* Corresponding
* Corresponding author.
author. Tel.:
Tel.: +81-836-85-987
+81-836-85-987 ;; fax:
fax: +81-836-85-9877
+81-836-85-9877
E-mail address:
E-mail [email protected]
address: [email protected]

1877-0509 ©
1877-0509 © 2024
2024 The
The Authors.
Authors. Published
Published by
by ELSEVIER
ELSEVIER B.V.
B.V.
This
This is
is an
an open
open access
access article
article under
under the
the CC
CC BY-NC-ND
BY-NC-ND license
license (https://creativecommons.org/licenses/by-nc-nd/4.0)
(https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under
Peer-review under responsibility
responsibility of
of the
the scientific
scientific committee
committee of
of KES
KES International
International

1877-0509 © 2024 The Authors. Published by Elsevier B.V.

This is an open access article under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0)
Peer-review under responsibility of the scientific committee of the 28th International Conference on Knowledge Based
and Intelligent information and Engineering Systems
10.1016/j.procs.2024.09.687
 Fitri Aprilianty et al. / Procedia Computer Science 246 (2024) 1830–1839 1831
2 Fitri Aprilianty et al. / Procedia Computer Science 00 (2024) 000–000

dedicated to AI, marketing has become the fourth largest sector in terms of investment and the sixth in terms of AI
adoption [2]. AI's ability to offer deep insights into consumer behavior is crucial for attracting and retaining customers,
anticipating their next moves, and redefining their overall experience [3, 4].
Neuromarketing is an innovative field at the intersection of neuroscience and marketing, utilizing a range of
neuroscientific tools and methodologies to gain a deeper understanding of how consumers respond to different stimuli.
The primary goal of neuromarketing is to better understand human behavior in a marketing context, offering insights
that are often not accessible through traditional marketing research techniques. Neuromarketing uses AI algorithms to
sift the large datasets from neuroimaging studies to reveal hidden patterns and correlations, which inform marketing
strategy and provide a more comprehensive understanding of consumer preferences, decision-making processes, and
emotional responses [5,6].
The integration of AI with neuromarketing represents a fundamental shift in consumer research and
marketing methods, combining AI's analytical power with insights into neurological processes that govern consumer
behavior. This integration not only enhances the precision and efficiency of data analysis but also uncovers new
aspects of consumer decision-making that were previously inaccessible [7]. Given the rapid advancement and merging
of neuroscience, AI technology, and marketing, a comprehensive bibliometric analysis is essential. Such an analysis
aims to identify key trends, major contributors, and emerging research areas at the intersection of AI and
neuromarketing, thereby improving our understanding of how AI enhances neuromarketing strategies and pointing
toward innovative research directions. Despite the field's rapid expansion and widespread dissemination, there has
been a notable lack of synthesis in current information, making it difficult for researchers to assess the literature's
coverage of essential topics and research gaps [8]. Synthesizing research on AI and neuromarketing is critical for
advancing our understanding, developing new theories, and shaping educational approaches in this field. Furthermore,
there is a notable absence of synthesized studies on AI in e-commerce, despite its rapid evolution driven by big data,
advanced machine learning algorithms, and cloud computing.
This study aims to synthesize research on AI and neuromarketing, proposing directions for future inquiries
with two specific research questions: (1) How is the current state of research in AI and neuromarketing? and (2) What
are the next steps in this research area?. This paper compiles diverse scholarly works to enhance the understanding of
AI's role in transforming neuromarketing, highlighting implications for academia and industry that will guide
researchers, practitioners, and policymakers in leveraging AI to unravel the complex dynamics of consumer behavior.
The structure of the paper is systematically outlined into 5 sections. Section 1 is an introduction, followed by
a review of the background and related work in Section 2. Section 3 details the methodology and explains how the
research was conducted. Section 4 delves into both results and discussion, critically analyzing the findings and section
5 concludes remarks and outlines future research directions, ensuring a comprehensive overview of the study's
implications and potential areas for further investigation.

2. Background and Related Work

Artificial Intelligence (AI) and neuromarketing have fundamentally transformed the marketing landscape,
providing cutting-edge solutions that have redefined how companies interact with consumers. The state-of-the-art of
AI and neuromarketing encompasses several core areas where AI and neuroscience technologies are being deployed
to innovate and enhance marketing strategies:

2.1 Personalization at Scale

AI technologies enable hyper-personalization in marketing, allowing companies to tailor content,
recommendations, and experiences to individual consumer preferences at scale. Through machine learning algorithms
that analyze vast amounts of data from user interactions, purchases, and browsing habits, AI systems can predict
customer preferences with remarkable accuracy and customize marketing messages accordingly. This capability
significantly increases engagement and conversion rates by delivering relevant content that resonates with the
consumer's current needs and desires. Previous study of AI and neuromarketing are enabling personalization at scale
in several key ways: (1) Personalized Campaigns: AI-powered marketing automation tools can tailor messages and
content to individual customers based on their interests, behaviors, and preferences [9]; (2) Unstructured Data
Analysis: Generative AI can help analyze granular customer data, including unstructured feedback, to provide deeper
insights that inform hyper-personalized experiences [10]; (3) Process Automation: AI can automate various marketing
processes, from customer support to content creation, freeing up human teams to focus on higher-level strategic work.
1832 Fitri Aprilianty et al. / Procedia Computer Science 246 (2024) 1830–1839
Fitri Aprilianty et.al. / Procedia Computer Science 00 (2024) 000–000 3

This increases efficiency and allows for more personalized interactions [11]; and (4) Customized AI Models:
Companies are going beyond off-the-shelf AI solutions by training custom models on their own proprietary data to
develop highly specialized, bespoke AI capabilities tailored unique business needs and customer base [12].

2.2 Predictive Analytics

Based on previous study by Sahai and Goel [13] AI-driven predictive analytics are used in marketing to
forecast consumer behaviors, purchasing patterns, and potential churn rates. By leveraging historical data and real-
time inputs, AI models can identify trends and predict future outcomes. Previous study also shows AI enhances
audience segmentation by analyzing data points that are too complex for manual analysis. It identifies subtle patterns
and behaviors that segment consumers into highly targeted groups. Marketers can use these segments to deliver highly
specific campaigns that are more likely to convert, based on the unique characteristics and preferences of each group
[14]. Study by Perret and Heitkamp [15] identify AI systems use natural language processing (NLP) to understand
and respond to customer and enhanced customer experience, leading to higher satisfaction and increased brand loyalty.

2.3 Real-time Decision Making

With the advent of real-time data processing, AI systems can make instantaneous decisions based on current
market conditions and immediate consumer behavior feedback. This capability is crucial during high-velocity events
such as online sales, where AI algorithms adjust marketing tactics in real-time to capitalize on emerging trends and
consumer responses. The study of Doe and Smith [16] also examines the applications of AI in marketing, including
its potential to improve data management and software capabilities. This study emphasizes the vast potential of AI in
marketing and its ability to enhance information and data sources. Haleem et.al.[17] study stated, advanced AI tools
are now capable of generating creative content, including text, images, and videos. AI-driven content creation tools
use deep learning to produce marketing copy that resonates with target audiences, optimizes search engine rankings,
and generates compelling visuals. Moreover, AI can test different versions of content to determine which performs
best, thereby optimizing marketing campaigns for higher engagement and effectiveness.

2.4 Integration with Neuromarketing

The latest in AI developments includes integration with neuromarketing techniques to delve deeper into
consumer psychology and emotional responses. AI algorithms process data from EEGs, fMRIs, and eye-tracking to
offer insights far beyond traditional marketing analytics. This integration helps in understanding the underlying
emotional triggers in consumer behavior, thereby crafting more effective marketing strategies [18]. In the context of
neuromarketing, a research firm based in Atlanta, GA, has worked on projects for major companies like Coca-Cola,
Delta Airlines, and Home Depot, using fMRI scanning to understand consumer behavior and decision-making [19].
A study from Fish et.al [20] discusses the use of AI in neuromarketing, specifically in the areas of advertising,
branding, and the appreciation of products and services. The study emphasizes the potential for AI to improve the
formulation of algorithms for neuromarketing and suggests that the future of AI-driven neuromarketing is promising.

3. Methodology

The study uses bibliometric analysis to uncover research trends in the field of AI and Neuromarketing by
categorizing massive data into various categories, such as number of publications, institutional collaborations,
keyword occurrences, and so on, ultimately mapping research progress and identifying emerging ideas for future study
[21]. Data for the study were retrieved and collected from Scopus, one of the most complete databases of indexed
academic publications [22]. To search the database, we first defined a collection of terms linked to artificial
intelligence and neuromarketing. We used the Boolean operator "OR" to run a query in the fields linked to "title,"
"abstract," and "keywords." The TS search formula was as follows: (ABS ("Neuromarketing" OR "Neuro-marketing"
OR "Neuro Marketing" OR "FMRI" OR "functional magnetic resonance imaging" OR "f-MRI" OR "eye tracking"
OR "electroencephalograph" OR "EEG" OR "face reader") AND ABS ("emotion") AND ABS ("AI" OR "artificial
intelligence" OR "machine learning" OR "deep learning" OR "natural language processing"). After excluding
materials that were not published in English and narrowing the search to the subject areas "Business, Management,
and Accounting" and "Psychology," the search yielded 187 articles that included author names, titles, corresponding
author's country, total number of publications, citation, journal sources, keywords, countries, and regions.
Furthermore, the collected database was manually screened by reading the paper's abstract and confirming that the
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study topic and content were consistent with this research topic in numerous ways. If the articles had no relevance,
they were eliminated. Following the above process, 24 articles were deleted, and 163 articles were consistent with the
topic direction. Reasons for deletion included the research content being contrary to this study and the research type
coinciding with this study [23].
The data were visualized (network and overlay) using the software VOSviewer version 1.6.20. to determine
co-occurrence and clusters of related articles, country, organization, and author collaboration (co-authorship), as well
as clusters of interrelated research topics (text data) [24]. VOSviewer was utilized to illustrate the international
collaboration among the authors, organizations, and nations, as well as trends in research across all keywords. Items
are displayed in the figures of this paper by a label and a circle. The weight (relative importance) of an item is indicated
by the size of the circle. According to the program’s calculations, the colors in the chain representation reflected arrays
of related components. The strength of the relationships was represented by the distance between the items [25].

4. Result and Discussions

4.1 Publications by year

We conducted a comprehensive analysis of the publication trends related to AI and Neuromarketing from
2008 to February 2024. The findings, illustrated in Fig. 1, show a significant and constant increase in scholarly interest
in this field over the last decade. From 2008 to 2015, the annual publishing rate was consistent, averaging 1-3 papers
per year. There was a minor increase to 5-9 publications per year between 2016 and 2018, indicating the early stages
of AI and neuromarketing research. However, beginning in 2018, there was a large increase in annual publications,
exceeding 15 papers per year, and this trend was maintained in consecutive years, with annual publishing rates ranging
from 15 to 50 articles. The data indicates a consistent increase in the number of publications throughout the period
under review, with particularly notable growth observed in the last three years, underscoring the emerging prominence
of this field within consumer research. Most of the publications (68.6%) are attributed to the period from 2021 to
2023, indicating a concentrated surge in scholarly output during this time frame. This trend indicates the growing
recognition of the potential that AI technologies for revolutionizing marketing strategies through deeper insights into
consumer behavior and decision-making processes. The substantial growth in publications during the most recent
years highlights the field's dynamism and the expanding research community's efforts to explore the synergies between
AI and neuromarketing [26].

Fig. 1. The number of annual publications on AI and Neuromarketing indexed in Scopus 2008-2024.
1834 Fitri Aprilianty et al. / Procedia Computer Science 246 (2024) 1830–1839
Fitri Aprilianty et.al. / Procedia Computer Science 00 (2024) 000–000 5

4.2 Country/Region Co-Authorship Analysis

There were 44 countries or areas that contributed to this study’s 163 papers. Table 1 depicts an unusual duality
in the research landscape for AI and Neuromarketing, with China emerging as the leading producer, while the United
States has a distinct and significant influence on the global academic community. Although China dominates in the
sheer volume of research production, one notable fact is that articles from the United States earn substantially more
citations than those from China. This gap in citation metrics is strong evidence of global academic impact and
reputation [27]. The higher citation count linked with U.S.-based research implies that, despite China's larger volume
of articles, research from the United States has a bigger impact and is regarded as more important in the fields of AI
and neuromarketing [28]. The disparity between research volume and academic impact highlights the complexities of
scholarly influence and the multiple character of contributions to the field. It not only reflects on the quantitative
aspects of academic productivity but also to the qualitative dimensions of research, including innovation, applicability,
and the capacity to advance theoretical and practical understandings within the realm of AI and Neuromarketing [29].
The network visualization is divided into eight distinct color-coded clusters (Fig. 2). The largest circles for China,
India, and the United States represent their leading involvement in the volume of AI and Neuromarketing research
output, indicating these countries' major contributions to the area.
The initial cluster included seven countries and regions (red colour): China, Finland, Hong Kong, Israel,
Norway, Switzerland, and United Kingdom. The second cluster included five countries/regions (green): Brazil,
Germany, Italy, Mexico, and Netherlands. The third cluster included five countries (blue): India, Malaysia, Pakistan,
Peru, and Saudi Arabia. The fourth cluster consisted of four countries and regions (yellow): Canada, France, Indonesia,
and Spain. The fifth cluster consisted of three countries (violet): United States, Sweden, and Denmark. The sixth
cluster consisted of two countries (light blue): Australia and New Zealand. The seventh cluster consisted of two
countries (orange): Columbia and Portugal. These results highlight the global interest and collaborative nature of AI
and Neuromarketing research efforts, emphasizing strong international collaborations and thematic concentrations
within the field [30].

Table 1. The top 5 Countries/regions publishing articles on Scopus in the field of AI and Neuromarketing
No. Country TP Citation
1 China 43 257
2 India 42 188
3 United States 19 377
4 Malaysia 10 105
5 Japan 8 18

Fig. 2. The country co-authorship network of research on AI and Neuromarketing research.

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4.3 Categories of Research Areas

The Scopus database's classified interdisciplinary nature of Artificial Intelligence (AI) and Neuromarketing
research encompasses a wide range of fields. As the leading category, Computer Science accounts for nearly a quarter
of the research output (23.64%), underscoring the critical role of computational methods, algorithms, and technologies
in developing and applying AI-based solutions in marketing strategies. Following by Decision Science represents
18.91% of the literature, emphasizing the study of consumer decision-making processes and how AI can enhance
understanding and prediction of consumer behavior. Engineering, with an 11.09% share, reflects the application of
engineering principles in creating AI tools for neuromarketing (development of advanced sensors and measurement
devices). Psychology, covering 8.54%, is crucial for understanding the cognitive and emotional responses of
consumers to marketing stimuli, an area enriched by AI's analytical capabilities. Lastly, Medicine, particularly
neuroscience, accounts for 8.18%, indicating the significance of medical insights into brain responses to marketing
efforts. These categories collectively illustrate the interdisciplinary convergence that characterizes AI and
Neuromarketing research and point to the collaborative efforts required to advance our understanding and application
of AI in neuromarketing [31].

4.4 Core Journal

Table 2. indicates that a significant portion of articles related to AI and Neuromarketing research were published
in the Frontiers in Human Neuroscience Journal, which boasts an impact factor of 4.4, positioning it in the second
quartile (Q2) with 98 citations from 12 articles. This journal is widely recognized as a leading publication in the field
of neuroscience, with a focus on the latest research about the human brain.

Table 2. The top 15 journals on Scopus for research on AI and Neuromarketing

No. Journal TP Citation Ratio
1 Frontiers In Human Neuroscience 12 98 7,361
2 Smart Innovation Systems and Technologies 11 8 6,748
3 Frontiers In Psychology 8 71 4,908
4 Knowledge Based Systems 5 84 3,067
5 International Journal of Recent Technology & Engineering 3 16 1,840
6 Journal of Affective Disorders 3 14 1,840
7 Social Cognitive and Affective Neuroscience 3 14 0,018
8 International Journal of Psychophysiology 2 71 0,012
9 Psychophysiology 2 5 0,012
10 International Journal of Human-Computer Interaction 2 3 0,012
11 Nature Human Behaviour 1 172 0,006
12 Journal of Big Data 1 76 0,006
13 Transactions on Computational Social Systems 1 52 0,006
14 Egyptian Informatics Journal 1 47 0,006
15 Building and Environment 1 36 0,006

Despite the impact and reach of Frontiers in Human Neuroscience, the analysis reveals that the most cited articles
within the AI and neuromarketing research domain are predominantly published in Nature Human Behaviour, which
holds an impact factor of 29.9, positioning it in the first quartile (Q1) across multiple categories, including
Multidisciplinary Sciences, Psychology, Experimental, and Neurosciences. This exemplifies the exceptional impact
and recognition of the article published in Nature Human Behaviour, underscoring its influence across various
domains within the scientific community [32, 33].
1836 Fitri Aprilianty et al. / Procedia Computer Science 246 (2024) 1830–1839
Fitri Aprilianty et.al. / Procedia Computer Science 00 (2024) 000–000 7

4.5 Keyword Co-occurrence Network

There were only 1248 keywords out of the 84 in total that met the threshold of more than five and were divided
into clusters that encompass a broad area of study or technology in AI and Neuromarketing (Fig.3). First cluster
summarized as the study of “The Neuroscience and Brain Structure”, which focuses on the anatomical parts of the
brain involved in processing emotions and cognitive functions [34]. We found that the keywords with strong
relationships included brain cortex, amygdala, and anterior insula. These words reflected the AI and Neuromarketing
study analysis was mainly related in the brain areas of the cortex, amygdala, and anterior due to their significant roles
in emotional processing, decision-making, and cognitive functions. The amygdala is known for its involvement in
emotional responses, particularly negative emotions, and implicit (automatic) emotional processing [35]. On the other
hand, the anterior insula is associated with subjective (explicit) emotional experiences and reflective decision-making.
It plays a crucial role in integrating subjective feelings with cognitive and motivational processes [36]. The prefrontal
cortex, including the dorsolateral prefrontal cortex, is linked to cognitive control, attention, and working memory,
while the ventromedial prefrontal cortex is associated with decision-making and goal formulation [37]. These brain
regions are interconnected and contribute to the complex interplay between emotions, cognition, and decision-making,
making them essential targets for studying consumer behavior and decision-making processes in the context of
neuromarketing [38].
The second theme cluster, titled "Methodological Approaches and Neuroscience Tools for Diagnostics and
Imaging", focuses on the advanced methodologies and neuroscientific technologies employed to visualize and analyze
brain function and structure. This cluster is pivotal in neuromarketing research, as it provides the foundational
techniques for measuring and interpreting the brain's responses to various stimuli, tasks, and emotional states. Central
to this cluster are four key methodologies that are frequently cited: Electroencephalography (EEG), Functional
Magnetic Resonance Imaging (fMRI), Eye Tracking, Face Recognition, and Virtual Reality [39].
The integration of these tools in AI and Neuromarketing research has significantly advanced our understanding
of consumer behavior. By employing a combination of EEG for capturing brain electrical activity, fMRI for
visualizing brain activation patterns, eye tracking for assessing visual attention, face recognition for gauging emotional
responses, and VR immerses consumers in realistic environments it can obtain a comprehensive view of how
consumers react to marketing stimuli. This integration of neuroscience and AI enables the extraction of deep insights
into consumer preferences, emotional responses, and decision-making processes, and opens new frontiers in
marketing, enabling more personalized, effective, and engaging consumer experiences [40]. These tools, when
integrated with AI algorithms, enable the extraction of deep insights into consumer preferences, emotional responses,
and decision-making processes. The use of these methodologies reflects the field's cutting-edge nature and its reliance
on neuroscience technology to bridge the gap between marketing strategies and consumer psychology [41, 42].
Cluster 3, titled "Signal Processing and Analysis", is dedicated to the methodologies involved in deciphering
physiological signals, pivotal for both neuroscience investigation and clinical diagnostics. Highlighted by a co-
occurrence analysis, Fast Fourier Transforms (FFT) and Spectral Density emerge as key techniques within this cluster.
FFT facilitates the conversion of signals from time to frequency domain, uncovering the primary frequencies and their
connections to neural processes [43]. Meanwhile, Spectral Density evaluates the distribution of signal power among
various frequencies, shedding light on specific brain functions or abnormalities [44]. Both techniques offer an in-depth
understanding of physiological signal behavior, enhancing diagnostic capabilities and supporting advanced research
in fields like AI and Neuromarketing [45, 46].
Cluster 4, titled "Machine Learning and Neural Networks," encompasses a spectrum of algorithms and
methodologies pivotal for data analysis, learning, and prediction. Key terms such as Machine Learning, Learning
Algorithms, Learning Systems, Deep Neural Networks (DNN), Convolutional Neural Networks (CNN), and Decision
Trees underscore the interconnectedness of these technologies in data-driven analyses. Machine Learning provides
the foundational framework for developing autonomous learning systems, with Neural Networks as critical for
modelling data complexities [47]. Deep Learning, through DNNs and CNNs, advances this field by enabling the
processing of large data sets with unprecedented depth and sophistication. Learning Systems integrate machine
learning algorithms to adapt and improve over time, leveraging neural networks and decision trees for enhanced
decision-making capabilities [48]. Decision Trees offer a straightforward yet effective approach for classification and
regression, facilitating the visualization of decision processes [49]. This cluster highlights the synergy between
machine learning and neural network technologies in advancing data analysis, underscoring their collective
importance in driving forward innovations of AI application in Neuromarketing.
 Fitri Aprilianty et al. / Procedia Computer Science 246 (2024) 1830–1839 1837
8 Fitri Aprilianty et al. / Procedia Computer Science 00 (2024) 000–000

Fig. 3. The number of annual publications on AI and Neuromarketing indexed in Scopus 2008-2024.

Cluster 5, marked as "Applications in Cognition and Perception", concentrates on the deployment of

technology to delve into and enhance human cognitive and perceptual faculties. This cluster is distinguished by several
pivotal keywords, including Affective Computing, Emotion Recognition, Speech Recognition, Brain-Computer
Interface, and forecasting. Affective Computing is focused on the design and development of systems that can
recognize, interpret, and simulate human emotions. This technology enables devices to react in a more human-like
and emotionally intelligent manner, enhancing the user experience by making interactions more personalized and
responsive [50]. Emotion Recognition technologies analyze human emotional states using data from various sources,
including facial expressions, voice patterns, and physiological signals. This approach is invaluable in neuromarketing,
where understanding consumer emotional responses can drive more effective marketing strategies. Speech
Recognition technology translates spoken language into machine-readable text, allowing for more natural and efficient
interactions between humans and machines. This facilitates a wide range of applications, from voice-activated
assistants to automated customer service solutions [51]. Brain-Computer Interfaces (BCIs) establish a direct
communication pathway between the brain and external devices, enabling individuals to control technology with their
thoughts. This breakthrough is particularly significant for enhancing the quality of life for those with severe physical
disabilities, offering new avenues for interaction and autonomy [52]. Forecasting, within this context, leverages
machine learning and data analysis techniques to predict future trends based on historical data. In cognitive and
perceptual applications, forecasting can be used to anticipate user behavior, preferences, and emotional responses,
further tailoring technology to meet individual needs and preferences [53]. Together, these technologies represent a
multi-faceted approach to deepening our understanding of human cognition and perception to create more intuitive,
accessible, and personalized technological solutions, paving the way for advancements in AI and Neuromarketing
[54].

5. Concluding Remarks

The bibliometric examination of AI and neuromarketing research reveals a rapidly expanding subject
characterized by major global contributions, interdisciplinary collaboration, and the use of cutting-edge approaches.
This increase in research output, particularly in the last three years, demonstrates the growing interest in using AI to
get deeper consumer insights, indicating a shift toward more tailored and effective marketing techniques. The
investigation demonstrates a diverse worldwide participation, with important contributions from nations such as China
and the United States, demonstrating the domain's global appeal and collaboration. The multidisciplinary approach,
which combines computer science, psychology, and neuroscience, is critical for improving our understanding of
consumer behavior using AI algorithms and neuroscience technologies. In conclusion, this bibliometric review
highlights a dynamic and expanding field that promises to redefine marketing strategies by providing profound
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Fitri Aprilianty et.al. / Procedia Computer Science 00 (2024) 000–000 9

insights into consumer decision-making processes, demonstrating the power of AI and Neuromarketing to transform
marketing effectiveness and consumer engagement. Our future work includes (1) investigating the application of AI
and neuromarketing in specific industries or domains, such as healthcare, finance, or e-commerce, to develop tailored
solutions and strategies; (2) exploring the integration of AI and neuromarketing with other emerging technologies,
such as virtual reality or augmented reality, to create immersive and personalized marketing experiences; and (3)
developing AI algorithms and models specifically tailored for neuromarketing applications, that capable of processing
and analyzing complex neurological data with greater accuracy and efficiency.

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