This research analyzed the influence of innovation in marketing through the tools derived from the studies of cognitive neuroscience and its relationship with marketing; these two areas have generated a new trend called neuromarketing, which is a new way of applying knowledge about the functioning of the brain and its effect on purchasing decisions; this type of study allows organizations to learn new innovative strategies on how to attract customers and influence the purchasing decisions of consumers, neuroscientific studies applied to marketing use technological tools to identify tastes or preferences when making purchases. In this article, an analysis was conducted on the relationship between the brain’s sensory responses to marketing stimuli and the purchase decision. A sample of 123 university students was taken for the study; the metrics were performed in three phases: In the first phase, images of distinguished brand graphics were used; in the second phase, pictures of the brands with all the elements that compose it were presented, and in the third phase, a video was shown of a commercial with A.I. about a recognized brand. The scientific method is quantitative, experimental level, and cross-sectional in scope. The evaluation was carried out through a Likert-type survey to measure the consumers’ purchase decision-making. For the analysis, advanced statistical techniques of SSPS were used; the conclusion of the study allowed us to know the relationship between brain stimuli generated by marketing and consumer purchase decisions; the results show a greater inclination towards stimuli with movement used with A.I.; these provide information that could help in the development of business strategies, this research can also be used by the scientific community, to continue developing similar studies to understand what mechanisms are most effective in influencing consumer purchasing decisions and ultimately increase their success in the market.