Gumus, Ahmet ErgunGurkaynak, Nilgun2025-01-252025-01-252024979833152981997983315298262687-7775https://doi.org/10.1109/TIPTEKNO63488.2024.10755274https://hdl.handle.net/20.500.14365/5848The study's aim is to consider setting research agenda for emotional AI to enhance marketing strategies, consequently to improve customer satisfaction. This study explores the integration of emotional artificial intelligence (AI) developed using data generated by neuro-physiological tracking systems in marketing and customer relationship management. Emotional AI, capable of recognizing and interpreting human emotions, offers significant opportunities for creating personalized customer experiences. The research investigates how emotional AI can enhance marketing strategies, improve customer satisfaction. It also addresses the ethical considerations and challenges associated with collecting and utilizing emotional data. By leveraging emotional AI, it is assumed brands can foster trust-based relationships and gain a competitive edge in the market.eninfo:eu-repo/semantics/closedAccessEmotional Artificial IntelligenceAI In MarketingAI In CrmConference Object10.1109/TIPTEKNO63488.2024.107552742-s2.0-85212666379