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International Journal for Research Trends and Innovation
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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Volume 11 | Issue 6
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| Paper Title: | AI-Powered Neuromarketing in Digital Commerce: Legal and Ethical Concerns |
| Authors Name: | Ms. Simran Bharti , Basabi Pandey , Priya Tyagi , Sanjay Singh Rawat |
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IJRTI_212711
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| Published Paper Id: | IJRTI2605131 |
| Published In: | Volume 11 Issue 5, May-2026 |
| DOI: | |
| Abstract: | Neuromarketing refers to the application of neuroscientific tools such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), eye tracking and biometric sensing to study consumers’ subconscious responses to marketing stimuli, and, increasingly, to optimise digital advertising and interface design in real time. When combined with artificial intelligence (AI) techniques particularly machine learning, deep learning and generative models—neuromarketing enables highly granular profiling and personalised persuasion in digital commerce environments, from e‑commerce platforms and social media marketplaces to immersive retail experiences. This convergence promises efficiency gains for firms and more tailored consumer experiences but simultaneously raises significant legal and ethical concerns around privacy, autonomy, cognitive manipulation, discrimination and accountability. This paper examines AI‑powered neuromarketing as an emerging phenomenon in digital commerce, analyses its ethical risks through the lenses of autonomy, cognitive liberty, informed consent and fairness, and evaluates how existing legal frameworks such as data protection law, consumer protection and advertising regulation, and nascent AI‑specific instruments address or fail to address these challenges. It adopts a doctrinal and analytical methodology, drawing on European Union law (notably the General Data Protection Regulation, the Unfair Commercial Practices Directive and the AI Act), comparative perspectives from the United States, and the evolving Indian regime under the Digital Personal Data Protection Act 2023 and consumer‑protection law, with a focus on digital marketing and targeted advertising. The paper argues that although general data‑protection and consumer‑law principles provide an initial regulatory foundation, the opacity, behavioural targeting power and cross‑border nature of AI‑driven neuromarketing call for clearer rules and enforcement strategies, including safeguards for vulnerable consumers and recognition of cognitive liberty as an emerging normative benchmark. |
| Keywords: | Neuromarketing, Artificial Intelligence, Data Protection, Consumer law, Privacy, Liberty |
| Cite Article: | "AI-Powered Neuromarketing in Digital Commerce: Legal and Ethical Concerns", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2456-3315, Vol.11, Issue 5, page no.b252-b270, May-2026, Available :http://www.ijrti.org/papers/IJRTI2605131.pdf |
| Downloads: | 00088 |
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2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID: IJRTI2605131
Registration ID:212711
Published In: Volume 11 Issue 5, May-2026
DOI (Digital Object Identifier):
Page No: b252-b270 Country: Noida, Uttar Pradesh, India Research Area: Arts Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2605131 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2605131 |
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
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