A "bot" is a software programme that performs automated tasks on the internet. These range from simple functions such as retrieving information to more complex processes such as carrying out customer service tasks on a website. Bots are an integral part of digital marketing and are also playing a growing role in neuromarketing.

In neuromarketing, the interaction between the human user and the bot is analysed taking into account psychological and neurological mechanisms. For example, chatbots are often the first point of contact between a company and a potential customer on a website. They are programmed to conduct human-like conversations, answering specific questions or guiding the user's behaviour. This is where neurology comes into play: by effectively designing bot interactions, a company can improve the user experience by reducing cognitive load, managing attention and even eliciting positive emotional responses.

It is known that users are more inclined to convert when they have to make less cognitive effort to complete a task or make a decision. By using bots, companies can increase cognitive ease, which in turn influences user behaviour. For example, an intuitively designed bot can help to reduce the bounce rate, increase dwell time and shorten the path to conversion.

In addition, bots can be designed using targeted neuromarketing strategies so that they can better understand and respond to human emotions and behaviour. For example, they can recognise speech patterns and moods and adapt their responses accordingly to generate a more positive emotional reaction.

Overall, the integration of bots into a neuromarketing strategy offers the opportunity to optimise the user experience through a better understanding of the neurological and psychological factors that drive user behaviour.