Education, Science, Technology, Innovation and Life
Open Access
Sign In
  1. Home
  2. Journals
  3. Journal of Artificial Intelligence Practice
  4. Vol 8, Issue 2, 2025

Marketing of the Future: The Power of AI-Expressed Emotions

Download as PDF

DOI: 10.23977/jaip.2025.080218 | Downloads: 14 | Views: 319

Author(s)

Liying Zhou 1, Wenlang Zeng 1

Affiliation(s)

1 School of Business Administration, Guizhou University of Finance and Economics, 550025, Guiyang, Guizhou, China

Corresponding Author

Liying Zhou

ABSTRACT

With the rapid advancement of generative artificial intelligence (GAI) technologies, the role of AI in service marketing has become increasingly prominent. Unlike traditional customer‐service agents, generative AI can recognize and convey emotions, offering consumers a more humanized and personalized interactive experience. This paper systematically reviews the functions of AI-expressed emotions in marketing contexts and examines its effects on consumer trust, satisfaction, loyalty, and continued use intention. The findings indicate that AI‐driven emotional support can strengthen consumers’emotional bonds and purchase intentions, yet challenges remain regarding the authenticity of emotional expression and data privacy concerns. By integrating existing studies through a literature‐analysis approach, the article outlines the application prospects, underlying mechanisms, and boundary conditions of AI‐enabled emotional marketing, providing both theoretical guidance and practical recommendations for firms seeking to optimize customer‐service strategies and enhance consumer experience.

KEYWORDS

Artificial Intelligence, AI-Expressed Emotions, Consumer Behavior

CITE THIS PAPER

Liying Zhou, Wenlang Zeng, Marketing of the Future: The Power of AI-Expressed Emotions. Journal of Artificial Intelligence Practice (2025) Vol. 8: 134-141. DOI: http://dx.doi.org/10.23977/jaip.2025.080218.

REFERENCES

[1] Xu, X.; Liu, J. Artificial Intelligence Humor in Service Recovery. Annals of Tourism Research 2022, 95, 103439, doi:10.1016/j.annals.2022.103439.
[2] Pavone, G.; Meyer-Waarden, L.; Munzel, A. Rage Against the Machine: Experimental Insights into Customers’ Negative Emotional Responses, Attributions of Responsibility, and Coping Strategies in Artificial Intelligence–Based Service Failures. Journal of Interactive Marketing 2023, 58, 52–71, doi:10.1177/10949968221134492.
[3] Cabanac, M. What Is Emotion? Behav. Process. 2002, 60, 69–83, doi:10.1016/S0376-6357(02)00078-5.
[4] Jiang, H.; Cheng, Y.; Yang, J.; Gao, S. AI-Powered Chatbot Communication with Customers: Dialogic Interactions, Satisfaction, Engagement, and Customer Behavior. Computers in Human Behavior 2022, 134, 107329, doi:10.1016/j.chb.2022.107329.
[5] Bagozzi, R.P.; Brady, M.K.; Huang, M.-H. AI Service and Emotion. Journal of Service Research 2022, 25, 499–504, doi:10.1177/10946705221118579.
[6] Huang, M.-H.; Rust, R.T. The Caring Machine: Feeling AI for Customer Care. Journal of Marketing 2024, 88, 1-23, doi:10.1177/00222429231224748.
[7] Liu-Thompkins, Y.; Okazaki, S.; Li, H. Artificial Empathy in Marketing Interactions: Bridging the Human-AI Gap in Affective and Social Customer Experience. Journal of the Academy of Marketing Science 2022, 50, 1198–1218, doi:10.1007/s11747-022-00892-5.
[8] Lv, X. Artificial Intelligence Service Recovery: The Role of Empathic Response in Hospitality Customers’ Continuous Usage Intention. Computers in Human Behavior 2022.
[9] Lee, B.; Yong Yi, M. Understanding the Empathetic Reactivity of Conversational Agents: Measure Development and Validation. International Journal of Human–Computer Interaction 2023, 1–19, doi:10.1080/10447318.2023.2270665.
[10] Chen, Q.; Jing, Y.; Gong, Y.; Tan, J. Will Users Fall in Love with ChatGPT? A Perspective from the Triangular Theory of Love. Journal of Business Research 2025, 186, 114982, doi:10.1016/j.jbusres.2024.114982.
[11] Zhang, J.; Lu, J.; Wang, X.; Liu, L.; Feng, Y. Emotional Expressions of Care and Concern by Customer Service Chatbots: Improved Customer Attitudes despite Perceived Inauthenticity. Decision Support Systems 2024, 186, 114314, doi:10.1016/j.dss.2024.114314.
[12] Liu, W.; Zhang, S.; Zhang, T.; Gu, Q.; Han, W.; Zhu, Y. The AI Empathy Effect: A Mechanism of Emotional Contagion. Journal of Hospitality Marketing & Management 2024, 1–32, doi:10.1080/19368623.2024.2315954.
[13] Le, H.T.P.M.; Park, J.; Lee, S. Emotion and Trust in Virtual Service Assistant Design for Effective Service Recovery. Journal of Retailing and Consumer Services 2023, 74, 103368, doi:10.1016/j.jretconser.2023.103368.
[14] Bashirzadeh, Y.; Mai, R.; Faure, C. How Rich Is Too Rich? Visual Design Elements in Digital Marketing Communications. International Journal of Research in Marketing 2022, 39, 58–76, doi:10.1016/j.ijresmar.2021.06.008.
[15] Xie, Y.; Liang, C.; Zhou, P.; Zhu, J. When Should Chatbots Express Humor? Exploring Different Influence Mechanisms of Humor on Service Satisfaction. Computers in Human Behavior 2024, 156, 108238, doi:10.1016/j.chb.2024.108238.
[16] Zierau, N.; Hildebrand, C.; Bergner, A.; Busquet, F.; Schmitt, A.; Marco Leimeister, J. Voice Bots on the Frontline: Voice-Based Interfaces Enhance Flow-like Consumer Experiences & Boost Service Outcomes. Journal of the Academy of Marketing Science 2023, 51, 823–842, doi:10.1007/s11747-022-00868-5.
[17] Hermann, E.; Puntoni, S. Artificial Intelligence and Consumer Behavior: From Predictive to Generative AI. Journal of Business Research 2024, 180, 114720, doi:10.1016/j.jbusres.2024.114720.
[18] Khoa, D.T.; Chan, K.W. Being Alone or Together: How Frontline Anthropomorphized Robots Affect Solo (vs. Joint) Service Consumption. Journal of Service Research 2023, 10946705231218405, doi:10.1177/10946705231218405.
[19] Zhang, J.; Chen, Q.; Lu, J.; Wang, X.; Liu, L.; Feng, Y. Emotional Expression by Artificial Intelligence Chatbots to Improve Customer Satisfaction: Underlying Mechanism and Boundary Conditions. Tourism Management 2024, 100, 104835, doi:10.1016/j.tourman.2023.104835.
[20] Zhang, J.; Wang, X.; Lu, J.; Liu, L.; Feng, Y. The Impact of Emotional Expression by Artificial Intelligence Recommendation Chatbots on Perceived Humanness and Social Interactivity. Decision Support Systems 2024, 187, 114347, doi:10.1016/j.dss.2024.114347.
[21] Liu, J.; Xu, X. Humor Type and Service Context Shape AI Service Recovery. Annals of Tourism Research 2023, 103, 103668, doi:10.1016/j.annals.2023.103668.

Subscription
E-Mail Alert
Most popular papers
Call for Special Issue
Publication Ethics & OA Statement
Plagiarism Policy
Contact Us
Downloads: 15023
Visits: 473465

Sponsors, Associates, and Links

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.