AI and Neuromarketing in Retail and E-Commerce

Retail and e-commerce are undergoing a dramatic overhaul, and much of that change is due to the use of Artificial Intelligence. Rather than being a distant future concept, AI is now becoming the heart of many shopping platforms, supporting brands to read, anticipate, and respond to shoppers in ways that feel both personal and efficient. Neuromarketing also has evolved as an innovative discipline integrated with AI that utilises neuroscience techniques to predict and understand consumers' subconscious responses to marketing stimuli. The scope of this study covers a dual focus, investigative innovations in a perfect e-commerce environment, while also analysing omnichannel strategies that connect physical and digital retail spaces, thus presenting a full understanding of the retail ecosystem. The result of this study reveals the existing knowledge gaps and presents promising directions for future research, enhancing our knowledge of the combined impact of AI and neuromarketing on the shopping experience in retail ad e commerce.