Neuromarketing Research of AI Content: Case Studies from NEUROLAB at FMK UCM in Trnava
Tamás Darázs · Media & Marketing Identity · 2024
This study explores the use of neuromarketing techniques in analyzing consumers’ subconscious responses to content created by artificial intelligence (AI). Three case studies, conducted in the NEUROLAB laboratory at the FMK UCM in Trnava, investigate the perception of visual, textual and audio content created by AI using eye tracking, galvanic skin response (GSR) and facial expression analysis. The aim is not to present specific results, but to demonstrate proven methodological approaches and best practices for investigating consumer reactions to AI-generated content. When analyzing visual content, we found that it is essential to compare stimuli at the same level of creative quality to avoid biasing participants’ reactions. Textual analysis, including PR articles, showed the importance of declaring the role of humans in the AI text generation process, as awareness of the origin of the text can influence consumer perceptions. For audio content, we found that it was crucial to ensure optimal listening conditions to minimize distractions to the perception of human and AI voices. The goal is to highlight that neuromarketing provides deeper insights into attention, emotional engagement, and consumers’ overall perception of AI-generated content. The integration of eye tracking, GSR, and facial expression analysis enables a comprehensive understanding of consumer responses and provides practical recommendations for research and use of AI in marketing communications. In this way, the study demonstrates how neuromarketing approaches can contribute to the effective application of AI in marketing strategies.