By Jaspreet Bindra
In an era where customisation is the footing of productive marketing, emotionally smart advertising is the next big thing. Companies are not only making commercials by deploying artificial intelligence (AI), they are developing experiences that resonate with viewers emotionally. The rise of emotionally smart commercials are transforming the advertising industry, encouraging the creation of a bond between companies and customers in ways never seen before.
For a while now, advertising has revolved around large cohort profiling and factual data. While this helps marketers target their audience, there is a lack of the accuracy required to clearly assess the emotional state of customers. Today, with the help of AI, brands are changing the dynamic with the ability to understand and focus on human emotions. Emotionally sharp commercials help bridge the gap between fixed messaging and real-time engagement, which can provide information that behaves in a customised manner to each viewer.
AI-enabled systems can make use of facial expressions, voice tones or biometric data to determine an audience’s emotional state. For instance, if a person shows emotions of delight, the selected advertisement can highlight more elevating parts or provide happy content; or if the viewer gets distracted or irritated, AI has the potential to modify the content to reverse attention or make the cognitive burden minimal. This suppleness will guarantee that the advertising experience is relatable and effective.
Large corporations are already trying their hand at emotionally conscious advertising. For example, cosmetics brands utilising AI to change the narrative of its message, based on a person’s unconvinced or fascinated behaviour. Similarly, a fitness brand displays motivating information if the viewer seems tired or uninterested. These real-time modifications make advertisements feel more personalised and less obtrusive, resulting in stronger customers affiliation.
While the emotionally intelligent advertisements look promising, their subservience to personalised data is a matter concern for privacy of the audience. Clear and effective data protection is required for collecting and evaluating personal/ emotional data. Brands need to work cautiously, ensuring that consumers are informed of how content is acquired and their data is used. It is imperative to strike this balance in order to build trust and create emotionally appealing advertisements.
Advertisements that are emotionally intelligent represent a remarkable change in the way brands interact with their target customers. Companies can go one step ahead of generic communications and create real relationships by the help of AI’s skills. This evolution will help marketers focus on emotion-driven storytelling and think more creatively. As technology develops, the future of advertising will focus on how well it can incorporate emotional intelligence to produce memorable, relevant, personal campaigns.
The author is co-founder and CEO, AI&Beyond. (Views expressed are the author’s own and not necessarily those of financialexpress.com)