Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines

Delphine Caruelle (), Poja Shams, Anders Gustafsson and Line Lervik-Olsen
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Delphine Caruelle: Kristiania University College
Poja Shams: Karlstad University
Anders Gustafsson: BI Norwegian Business School
Line Lervik-Olsen: BI Norwegian Business School

Marketing Letters, 2022, vol. 33, issue 1, No 14, 163-169

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.

Keywords: Affective computing; Artificial intelligence; Emotions; Robots (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11002-021-09609-0

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