Affective Computing in Marketing: Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines
Peer reviewed, Journal article
Published version
Permanent lenke
https://hdl.handle.net/11250/3041118Utgivelsesdato
2022Metadata
Vis full innførselSamlinger
- Scientific articles [2147]
Sammendrag
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 afective 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 afective computing, as preliminary evidence from the feld suggests. In this Idea Corner, we discuss this transformation and identify the research opportunities that it ofers