The Integration of Emotional Intelligence into AI Marketing: Connecting Brands with Consumers

Emotional intelligence (EI) has emerged as a key concept in various domains, including psychology, leadership and education. In recent years, it has found its way into the realm of marketing as an essential factor in building strong and lasting connections with consumers. At its core, emotional intelligence refers to the ability to perceive, understand, manage, and influence emotions, both in oneself and others. In the context of marketing, EI is the capacity of brands and marketers to recognize and respond to consumers’ emotional states to create impactful and authentic experiences. However, while EI has gained popularity as a marketing buzzword, it warrants a critical examination to understand its true implications and potential pitfalls. Defining Emotional Intelligence in the Context of Marketing Emotional intelligence in marketing refers to the strategic understanding and application of emotions to build deeper connections with consumers. It involves perceiving, interpreting, and responding to consumer emotions in a way that enhances brand-consumer relationships.