Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines
Delphine Caruelle, Poja Shams, Anders Gustafsson, Line Lervik-Olsen
Abstract
Abstract After years of using AI to perform cognitive tasks, marketing practitioners can now use it to perform tasks that require emotional intelligence. This advancement is made possible by the rise of affective computing, which develops AI and machines capable of detecting and responding to human emotions. From market research, to customer service, to product innovation, the practice of marketing will likely be transformed by the rise of affective computing, as preliminary evidence from the field suggests. In this Idea Corner, we discuss this transformation and identify the research opportunities that it offers.
Topics & Concepts
Field (mathematics)Computer scienceEmotional intelligenceAffective computingCognitionProduct (mathematics)Service (business)Cognitive computingMarketing and artificial intelligenceHuman intelligenceCustomer serviceKnowledge managementMarketingArtificial intelligencePsychologyIntelligent decision support systemBusinessSocial psychologyGeometryNeuroscienceMathematicsPure mathematicsAI in Service InteractionsDigital Marketing and Social MediaConsumer Behavior in Brand Consumption and Identification