Neuromarketing and artificial intelligence: innovative approaches to customer experience management from a firm perspective

Abstract The integration of advanced technologies has transformed marketing practices, making the roles of artificial intelligence and neuromarketing increasingly relevant to customer experience management. The aim of this study is to systematically conceptualize the interaction between neuromarketing, artificial intelligence, and customer experience management by developing a conceptual framework. Methodologically, the research employs a conceptual design supported by illustrative secondary vignettes, drawing on existing customer experience management and artificial intelligence models from the literature and extending them with neuromarketing applications. The framework suggests that neuromarketing data (e.g., EEG, eye-tracking, GSR) processed by artificial intelligence-driven analytics generate emotional, cognitive, and behavioral insights that enhance firms’ ability to monitor, adapt, and design touchpoints across the customer journey. Illustrative vignettes drawn from publicly available secondary sources on three firms (TUI, Zyro, and Liberty Group) operating in distinct sectors show how such integration is associated with interface optimization, advanced recommendation systems, and platform enhancements, suggesting the potential for greater personalization, customer satisfaction, and firm efficiency. Beyond big data, neuromarketing offers unique consumer-level insights that broaden the scope of customer experience management, enabling businesses to transform B2C strategies through more precise segmentation and highly tailored interactions. However, the study also underscores ethical dilemmas such as transparency, consumer manipulation, and data privacy, which require careful management. Taken together, the proposed framework suggests that artificial intelligence–neuromarketing integration may function not only as a supportive tool but also as a transformative driver in customer experience management. By balancing technological innovation with ethical responsibility, firms can employ these technologies to pursue sustainable, trust-based value creation for both customers and businesses.