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

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  • TANASE, George Cosmin

Abstract

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.

Suggested Citation

  • TANASE, George Cosmin, 2024. "The Integration of Emotional Intelligence into AI Marketing: Connecting Brands with Consumers," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 15(1), pages 29-37, March.
    • Handle: RePEc:rdc:journl:v:15:y:2024:i:1:p:29-37
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    References listed on IDEAS

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    1. Ivy Munoko & Helen L. Brown-Liburd & Miklos Vasarhelyi, 2020. "The Ethical Implications of Using Artificial Intelligence in Auditing," Journal of Business Ethics, Springer, vol. 167(2), pages 209-234, November.
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    More about this item

    Keywords

    CX; AI; Social Media; Online Marketing; Generated Content; Data Structures;
    All these keywords.

    JEL classification:

    • C88 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Other Computer Software
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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