Artificial intelligence reveals the secrets of the mind of the consumers
Marketing, always an art and a science, is now facing a silent revolution, but profound: the advent of artificial intelligence. This technology, with its ability to process the amount of data that is unimaginable, and to reveal the secrets of human behavior, is rewriting the rules of the game.
We no longer speak only of targeted advertising or personalized emails. We are witnessing the birth of “neuromarketing 2.0”, where the AI penetrates into the depths of the human psyche to understand what motivates you, what attracts us and what drives us to buy. A transformation that offers extraordinary opportunities but also raises ethical questions are crucial.
How it works the smart marketing modern
The AI is becoming a valuable tool for marketers, providing powerful tools to understand, predict and influence consumer decisions. In 2024, the market has invested more than eur 5.5 billion in digital advertising, with a strong push toward technologies TO advanced. According to theObservatory, the Internet Media of the Politecnico di Milanothis growth is set to continue with the integration of ever more solutions TO digital marketing.
One of the most promising applications is predictive analysis. The algorithms of AI to analyse data, historical sales, market trends, social media activity, and other information to predict which products will be successful, such as publicity campaigns will be more effective and which segments of the public will be more receptive to certain messages.
Customization is another area revolutionary. The e-commerce platforms use AI to suggest products based on your browsing history and purchases of previous users. The chatbot provide a superior and personalized customer service, answering questions and resolving issues in real-time. As we have seen in our article about prompt AI marketingyou can sell more by writing less.
The automation completes the triptych of the main changes. AI automates repetitive tasks such as the management of advertising campaigns on social media, sending emails and custom content creation basis.
Neuromarketing powered by artificial intelligence
But the impact of AI on marketing goes beyond the simple efficiency and personalization. We are witnessing the emergence of “neuromarketing 2.0”, where the AI is used to probe the depths of the mind of the consumer.
Disney has used artificial intelligence to analyze the faces of the spectators while watching films like “The jungle book” and “Star Wars”. This research, published in Nature Machine Intelligence, represents a turning point in the application of AI to the behavior of the consumers. Thanks to four cameras to infrared, the team has collected 16 million of points of reference, facial, creating an algorithm that after ten minutes she was already able to predict the facial expressions of the audience.
Sophisticated algorithms analyze our online behaviors, interactions on social media, web searches, and even biometric data to create psychological profiles, and detailed. These profiles are used for advertising messages are highly targeted based on our emotions, on the unconscious desires, and vulnerabilities.
As highlighted in our article on the economy of the micro-decisionsalgorithms affect our daily decision in ways that are often subtle.
Concrete examples of marketing predictive
Salesforce has developed tools that allow us to predict the needs of customers through predictive analysis, providing the ability to capture attention with offers that are targeted and relevant. The eye-tracking integrated with AI allows you to optimize your campaigns to maximize the positive response in the first 3 seconds of viewing.
The International Neuromartech Observatory (INO) has mapped more than fifty companies in the sector, analyzing metrics, technologies and methods of data collection. This work has provided a structured overview of the market for neuromarketing powered by AI.
Tools such as ChatGPT, Claude, Synthesia, and Microsoft Copilot are revolutionizing the creation of content marketing. The GPT Stores in 2024 has introduced a customized version of the ChatGPT for the specific needs of marketing, from customer care and automated the generation of targeted content.
As discussed in our article onoptimization prices with AI, the artificial intelligence allows you to maximize the revenue through pricing strategies dynamic.
The ethical risks of the marketing algorithmic
This ability of AI to “read minds” raises ethical questions are not trivial that require immediate attention.
Privacy is a central concern. How much freedom are we willing to surrender in exchange for the buying experience more convenient and customized? Who has the right to access your personal data and how are they used? The The guarantor for the protection of personal data the Italian has issued specific guidelines on the use of AI in marketing to protect the rights of consumers. As discussed in our article on the surveillance predictivethe AI can predict in advance what we will do.
The manipulation is another risk. The algorithms can influence our choices in a sneaky way, prompting us to buy products that we don't need, or to make decisions that are not in our best interest. As highlighted in our feature on’illusion of controloften we are not to decide really.
Discrimination represents a systemic threat. If the algorithms are trained on data that reflect social prejudices, can discriminate unintentionally certain consumer groups, by denying them access to offers or services. As we analyzed in our article on the algorithmic bias, discrimination can become invisible but pervasive.
Key points to remember
- The Italian market for digital advertising is worth 5.5 billion euros in 2024 with the strong growth of technologies and THE integrated
- Neuromarketing 2.0 combines neuroscience and AI to analyze cognitive reactions and emotional in real time
- Disney has collected 16 million points facial to predict the reactions of the public, after only 10 minutes of analysis
- The ethical risks include manipulation, privacy, and discrimination by requiring transparency and regulatory
Frequently asked questions
What exactly does it mean neuromarketing 2.0? It is the evolution of neuromarketing traditional powered by AI, that can analyze and predict the emotional reactions and cognitive without expensive workshops, using predictive algorithms and big data.
How does predictive analytics in marketing? The AI analyzes historical data, online behaviors, interactions and social patterns of purchase to predict which products will succeed and which messages will be more effective for specific target.
What are the main tools for marketing in 2025? ChatGPT and GPT Store, Salesforce AI, Synthesia video, Microsoft Copilot, Claude customer service, and specialized platforms like MarketMuse for SEO.
How can I protect my privacy from the marketing predictive? Check the privacy settings on social media, limits the sharing of biometric data, usa VPN, and choose services that offer transparency on the data collected and used.
Towards a marketing ethical and responsible
The future of marketing in the era of AI is not an inevitable destiny. We can shape it, choosing to use these technologies responsibly and ethically. This means transparency in the use of AI and data collection, informed consent of the users control of their data, the responsibility is clear in the case of damage caused by the algorithms, and equity in the design to avoid discrimination.
As pointed out in our article onethics of artificial intelligence, we need an approach that put humanity at the centre of technological development.
The AI has the potential to revolutionize the marketing, making it more efficient, personalized and engaging. But to do so in a sustainable way, we must put at the centre for ethics, transparency and respect for the rights of consumers. The future of marketing will be a future in which technology is at the service of man, and not the other way around. A challenge that requires the collaboration of companies, institutions and citizens to build a digital ecosystem that is fairer and more respectful of human dignity.