Artificial Intelligence as an Innovative Tool in the Application of Neuromarketing in Venezuela

• María Victoria Flórez Fuentes

  Universidad José Antonio Páez, San Diego, Venezuela

  https://orcid.org/0009-0006-9212-1871

• Yandyra Josefina Páez Castro

  Universidad José Antonio Páez, San Diego, Venezuela

  https://orcid.org/0000-0002-1004-9065

The combination of Artificial Intelligence and Neuromarketing represents a revolution in current marketing, as it allows a deeper and more precise understanding of consumers' emotions and preferences, which in turn drives personalization, optimization and improvement of products, services and experiences. The objective of this research is to analyze Artificial Intelligence as an innovative tool in the application of Neuromarketing in Venezuela, the use of these tools and to make known that the brands and companies that adopt this combination will be taking advantage of the opportunities in the digital era and offer experiences new solutions to its clients, which translates into greater success and growth. As this confluence of science and technology advances, neuromarketing and Artificial Intelligence will continue to play a fundamental role in the marketing strategies applicable in leading companies in Venezuela and the world. In conclusion, it was obtained that Artificial Intelligence in Neuromarketing actions and consumer decisions allows brands and companies to connect with their audience, creating a solid relationship to create loyalty, since by understanding their needs and desires, they can offer products that meet that demand, which encourages customer retention. In turn, constant connection and interaction allows companies to build trust and a positive reputation, which leads to being able to obtain competitive differentiation in the market.

1. María Victoria Flórez Fuentes, Universidad José Antonio Páez, San Diego, Venezuela

   Licenciada en Mercadeo de la Universidad José Antonio Páez

2. Yandyra Josefina Páez Castro, Universidad José Antonio Páez, San Diego, Venezuela

   Economista Especialista en docencia en Educación Superior y Especialista en Mercadeo y Publicidad Magister en Administración de negocios.

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Copyright (c) 2024 María Victoria Flórez Fuentes, Yandyra Josefina Páez Castro

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

ISSN:2244-7857

Depósito Legal: ppi200902CA3925