The rapid growth of e-commerce has transformed how consumers discover, evaluate, and purchase products, yet much of this decision-making occurs below the level of conscious awareness — a gap that traditional self-report research methods struggle to capture. Neuromarketing, which draws on neuroscience, psychology, and biometric measurement (EEG, fMRI, eye tracking, GSR, and facial expression analysis), offers a route to understanding these subconscious responses, while artificial intelligence increasingly enables the automated interpretation of such data at the scale required by modern digital commerce. Despite growing interest in both fields, neuromarketing and AI-driven personalization have largely developed as separate research streams, with few studies conceptually integrating the two or examining their combined ethical implications. This study addresses that gap by proposing an integrated conceptual framework linking neuromarketing measurement techniques, AI-driven interpretation and personalization mechanisms, and their combined influence on online consumer behaviour. Using a mixed-methods design, the study synthesizes existing literature through a systematic review and supplements it with a survey of 150 online shoppers, examining their awareness of neuromarketing applications, emotional and cognitive responses to digital stimuli, perceptions of AI-driven personalization, and attitudes toward related ethical issues. Findings indicate that functional and AI-enabled cues — particularly personalized recommendations, product imagery, and interface simplicity — are the most strongly reported influences on purchase behaviour, while emotional engagement, though rated comparatively lower, remains conceptually significant given its subconscious nature. Respondents also prioritized data protection and transparency over the convenience personalization offers. The study contributes a theoretically grounded, empirically supported framework with implications for researchers, e-commerce practitioners, and policymakers navigating the ethical use of AI-enabled neuromarketing.