From the synergy between AINEM – the Italian Neuromarketing Association – and the innovative consultancy agency GreatPixel comes the International Neuromartech Observatory (INO), a pioneering research organization dedicated to exploring the dynamic convergence between neuroscience, marketing technology, and artificial intelligence. Officially launched in January 2025, INO aims to anticipate and shape the evolution of Neuromartech, a rapidly growing field poised to transform traditional marketing paradigms.
Neuromartech is set to revolutionize marketing by providing deeper insights into consumers' emotional experiences, attention patterns, and behaviors. By leveraging cutting-edge AI-driven technologies, marketers will soon conduct remote and digitized research into consumer perception and even predict marketing outcomes by analyzing vast amounts of behavioral data.
Key Research and Activities
INO's primary research focus is on "AI-powered neuromartech," which encompasses remote data collection, real-time analysis, and predictive modeling of consumer behaviors. Core research domains include emotional response prediction, biometric data analysis, eye tracking, voice pattern detection, and the implementation of predictive analytics to enhance marketing effectiveness and personalization.
The Observatory has already commenced its practical operations with three fundamental initiatives:
- Neuromartech Landscape: A comprehensive international mapping exercise identifying and categorizing over 60 key industry players, aimed at clarifying the sector's current structure and pinpointing emerging trends.
- International Survey: An extensive questionnaire-based research aimed at gathering best practices, technological standards, and ethical considerations within the Neuromartech field. Industry stakeholders and companies active in the sector are invited to participate and contribute their insights.
- Research Presentation Conference: Scheduled for June 11, 2025, in Milan, at Sala Lunigiana, Regus Copernico (Via Copernico 38). This event will offer the first major dissemination of INO's initial research findings, bringing together experts, stakeholders, and industry leaders.
Developing Standards and Ethics
As a pioneering authority, INO is committed to establishing critical industry standards. These standards include technical protocols for accurate data collection, rigorous validation processes for AI models, ethical guidelines concerning privacy and informed consent, and specifications ensuring quality, validity, and cross-platform data compatibility. Transparency requirements will also be clearly articulated to promote responsible use of neuromartech technologies.
Knowledge Sharing and Collaboration
INO promotes active dissemination and collaboration by producing white papers on emerging technologies, organizing periodic technical briefings, hosting seminars, and an annual international conference focused on innovations within neuromartech. Additionally, INO facilitates collaboration between businesses and academic institutions through an online repository of validated research results accessible at neuromartech.com.
Giovanni Pola, the founder and coordinator of INO, emphasizes:
“Neuroscience combined with artificial intelligence represents a significant advancement for marketers seeking to create more relevant, engaging, and measurable communications.”
Francesco Gallucci, Vice President of AINEM and Scientific Director of INO, adds:
“This Observatory is an essential step in our mission to integrate scientific rigor with technological advancement, providing robust tools to drive innovation within marketing and applied neuroscience.”
For further information or if you wish to take part in our research, do not hesitate to contact us at neuromartech@greatpixel.it or info@ainem.it
