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The way brands communicate is an ever-changing phenomenon and is dependent on how customers perceive their brand and communication strategy. A large amount of a customer’s perception is tied to emotion and for brands learning about these emotions has become a priority as it eventually drives them in the purchase decision. Till a few years ago it was tough to gauge the emotions but with advancements in technology brands have a lot of real data at their disposal which helps to evaluate. The idea of using AI in detecting customer emotion and behavior has been there for a while now but Emotion AI Emotion Recognition is the most noticeable development in this field. Adopting this technology into understanding customer perception towards a brand can make them stay mindful and help them in developing communication strategies that touch a chord with the customer’s EQ.
Understanding AI Emotion Recognition
AI Emotion Recognition is a technique that uses AI and image processing software to recognize, interpret and process human emotions in real-time. Two major aspects that are used are Eye Tracking and Facial Coding. It can detect various emotions such as joy, disgust, anger, sadness, fear, trust, and so on. This technology possesses a lot of benefits for brands who can understand their consumer’s behavior in real-time and modify their communication strategies accordingly and provide the best customer experience.
Areas where brands can leverage AI Emotion Recognition
Understanding Consumer Behavior – In today’s era a customer is bombarded with one form or the other of communication strategy and is exposed to a multitude of brands to make a purchase decision and all of this happens mostly in the subconscious level. Customers are more likely to go ahead with a brand that tends to their subconscious and emotional needs. Brands need to come up with new and innovative ways to seep into the subconscious and connect with a customer’s emotional needs. By leveraging AI Emotion Recognition brands can accurately pinpoint which part of a customer’s emotion their communication strategy is targeting. Using these data points consumer behavior analysts can better understand the purchasing mindset of people and utilize this to help brands in the long run
Marketing Campaigns – All successful brand communication strategies have one recipe in common – evoking and touching the emotional chord of people that creates a brand connection. Today’s brand strategists are using AI emotion tools to get real-time data on how customers perceive their campaigns and improve the customer experience and eventually lead them to make a purchase. This empowers brands to understand the emotional state of their customers and deliver campaigns and messages at the right time and to the right person.
Content Creation – Similarly to marketing, content creators can utilize AI emotion tools to understand how and which aspects of their content are evoking the right emotions in their readers. Using a sample survey writers, music and video creators can understand if their pieces are resonating with their audience or not. Some movie production houses are using AI emotion detection to determine the perception of moviegoers during movie screenings. All this helps content creators to understand the pulse of their audience and avoid mistakes and create even more invigorating content the next time.
Though AI emotion recognition is a relatively new phenomenon the benefit of which marketers and content developers are slowly beginning to understand and are using it to better connect with audiences and users. In the end, building an emotional connection is the best way a brand can create a long-lasting bond with its customer base.
The above article is authored by Anindita Gupta, Co-Founder, Scenic Communication.