Abstract
The relationship between emotions and behaviour is explored in different fields of
academic research. In marketing, several studies analyse how this human phenomenon
impacts purchase decision. In the digital era, a technology emerges to play the role of
understand and respond to human emotions: Emotion AI, a subset of Artificial
Intelligence designed to identify, recognize, and respond to different emotions has been
developed and applied in different segments, including online marketing. There is limited
academic research about the perception of Emotion AI among Millennial’s, the
generation known as digital native. Therefore, this study aims to investigate the
perceptions of this generation about Emotion AI. To reach this goal, an online survey was
distributed across different platforms targeting people aged between 25 and 40 years old
(millennials age group). Whilst the results found a significant level of awareness about
Emotion AI, it also revealed a lack of comfort about the use of this technology even
among high internet users. This apparent contradiction is one of the recommendations for
future research.
