Artificial Intelligence and Emotional Intelligence in Marketing:

R. Velmurugan Karpagam Academy of Higher Education, India J. Sudarvel Karpagam Academy of Higher Education, India https://orcid.org/0000-0001-6656-1992 R. Bhuvaneswari Dr. Mahalingam College of Engineering and Technology, India N. Jayanthi Vels Institute of Science, Technology, and Advanced Studies, India R. Sankar Ganesh Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India https://orcid.org/0000-0003-0708-8327 M. S. R. Mariyappan Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India Artificial Intelligence and Emotional Intelligence in Marketing

The convergence of artificial intelligence (AI) and emotional intelligence (EI) in marketing marks a transformative epoch, transcending traditional approaches to enhance customer engagement. This synergy, emphasized by contemporary marketers, harmonizes data-driven insights with empathetic understanding, crafting profoundly personalized customer experiences. Authors like Russell et al., Brynjolfsson and McAfee, Li and Karahanna, and Li and Karahanna enrich the exploration by recognizing EI's role in interpreting customer emotions, adding depth to AI's analytical capabilities. The collaborative paradigm between AI and EI, explored by scholars like Davenport and Ronanki and Mayer et al., transcends transactions to create empathetic connections with customers. As technology evolves, these insights provide a roadmap for crafting holistic marketing strategies that resonate on both rational and emotional levels, promising a future where businesses create enduring connections in the dynamic technology landscape.
chapter 6 2024 5 17 82 95 10.4018/979-8-3693-2276-5.ch006 20240405092849 https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/979-8-3693-2276-5.ch006 https://www.igi-global.com/viewtitle.aspx?TitleId=343907 Machine Learning: A Transformative Tool for Consumer Behavior Analysis. C.Anderson 2018 112 3 Journal of Marketing Insights AndersonC. (2018). Machine Learning: A Transformative Tool for Consumer Behavior Analysis.Journal of Marketing Insights, 25(3), 112–128. 25 P.Anderson 2018 Machine Learning for Marketing: Essential Strategies for Business AndersonP. (2018). Machine Learning for Marketing: Essential Strategies for Business. O'Reilly Media. E.Brynjolfsson 2017 Machine, Platform, Crowd: Harnessing Our Digital Future BrynjolfssonE.McAfeeA. (2017a). Machine, Platform, Crowd: Harnessing Our Digital Future. W. W. Norton & Company. Brynjolfsson, E., & McAfee, A. (2017b). The Business of Artificial Intelligence. Harvard Business Review. https://hbr.org/2017/07/the-business-of-artificial-intelligence E.Brynjolfsson 2017 The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies BrynjolfssonE.McAfeeA. (2017c). The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies. W. W. Norton & Company. The Attention Economy: Understanding the New Currency of Business. T. H.Davenport 2001 Harvard Business Review DavenportT. H.BeckJ. C. (2001). The Attention Economy: Understanding the New Currency of Business.Harvard Business Review. Artificial Intelligence for the Real World. T. H.Davenport 2018 108 1 Harvard Business Review DavenportT. H.RonankiR. (2018). Artificial Intelligence for the Real World.Harvard Business Review, 97(1), 108–116. 97 J.Davis 2019 Natural Language Processing for Marketing: A Practical Guide to Understanding, Leveraging and Improving Your Marketing DavisJ.ChenJ. (2019). Natural Language Processing for Marketing: A Practical Guide to Understanding, Leveraging and Improving Your Marketing. Apress. Harnessing Artificial Intelligence for Personalized Marketing: A Comprehensive Overview. R.Davis 2019 45 2 Journal of Marketing Technology DavisR.ChenL. (2019). Harnessing Artificial Intelligence for Personalized Marketing: A Comprehensive Overview.Journal of Marketing Technology, 36(2), 45–62. 36 D.Goleman 1995 Emotional Intelligence: Why It Can Matter More Than IQ GolemanD. (1995). Emotional Intelligence: Why It Can Matter More Than IQ. Bantam Books. 10.1002/dir.10073 10.1177/1094670505276861 AI in Service: A Multidisciplinary Perspective. X.Li 2019 280 3 Journal of the Association for Information Systems LiX.KarahannaE. (2019a). AI in Service: A Multidisciplinary Perspective.Journal of the Association for Information Systems, 20(3), 280–308. 20 10.1016/j.im.2018.12.004 Online Recommendation Agents in a B2C E-Commerce Environment: A Long-Term Field Experiment. X.Li 2019 836 3 Information Systems Research LiX.KarahannaE. (2019c). Online Recommendation Agents in a B2C E-Commerce Environment: A Long-Term Field Experiment.Information Systems Research, 30(3), 836–860. 30 10.1037/0003-066X.63.6.503 B.Reeves 1996 The Media Equation: How People Treat Computers, Television, and New Media Like Real People and Places ReevesB.NassC. (1996). The Media Equation: How People Treat Computers, Television, and New Media Like Real People and Places. Cambridge University Press. S.Russell 2019 Artificial Intelligence: A Modern Approach RussellS.NorvigP.DavisE.FrenkelS. (2019). Artificial Intelligence: A Modern Approach. Pearson. S. J.Russell 2019 Artificial Intelligence: A Modern Approach RussellS. J.NorvigP.DavisE.MartinezT. (2019). Artificial Intelligence: A Modern Approach (4th ed.). Pearson. 10.2190/DUGG-P24E-52WK-6CDG