Artificial Intelligence (AI) is a vital element of neuro-marketing research, which improves the process of identifying consumer preferences by using Electroencephalography technology. Employing AI algorithms allows marketers to record and decode brain signals elicited by marketing stimuli precisely. The synergy of AI and EEG in neuromarketing will bring about a revolution in the way marketers conduct research on consumer behavior. AI applications in neuromarketing are not limited to this; they also involve creating neural systems that adapt in real-time by collecting EEG data to alter marketing messages and content per consumer preferences. Moreover, AI can be employed to take over, simulate, and forecast consumer behavior and analyze emotional EEG data to achieve a deeper understanding of consumer behavior. This paper aims to provide preliminary information on the role of AI in neuromarketing using the EEG technique in two dimensions: tracking and processing of the EEG brain signals. The research on the role of AI in neuromarketing using a systematic literature review method is conducted. In summary, the joint utilization of AI and EEG techniques in neuromarketing research can provide us with more insights into consumer behavior, thereby supporting better marketing strategies.
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