Abstract
This research aims to analyse the current level of accuracy in predicting consumer behaviour
in response to brand stimuli using artificial intelligence, comparing the results with an analysis
conducted using neuromarketing biometrics. The study aims to determine the accuracy achieved
in predicting consumer levels of attention and visual attraction towards visual stimuli, compared
to the results recorded in a neuromarketing investigation with real users, through eye tracking. The
implications of these comparative analyses are discussed in the final part of the article, concluding
that the emotional intelligence tool provides very accurate predictions of consumer behaviour in
response to visual stimuli. The results of this study revealed that the prediction of the percentage of
users who would view each area of interest is very good, and regarding visual attraction (time until
the first viewing of each area of interest), it is quite similar to the order observed by the consumer
group; consequently, the level of approximation to reality of AI is very good.
