Can AI understand human emotions?

With the growing interest in the use of AI tools, join us in person to hear about the latest advancements. This event will focus specifically on their application for emotion detection and the potential to revolutionise market research.

Please note this will be an in-house event at MRS HQ

Beyond the hype, if AI is to truly achieve its potential in generating customer insights it must grasp with the challenges of interpreting human emotions. Organisations have long analysed customer and other stakeholder sentiment using approaches such as categorizing discussion about brands as positive, neutral, or negative. Rapid developments in AI, especially transformer models and generative AI, imply that a more sophisticated understanding of emotions is attainable. For example, understanding different emotional tones, such as anger versus disappointment.

This talk builds on recent research published in the International Journal of Market Research and other leading journals to help understand applications of AI-based emotion detection that support understanding consumer emotions with their audiences’ emotions beyond the commonly applied general valence perspective.

• The keynote speaker is Leo Paas, Professor of Marketing & Director of the Master of Business Analytics Programme at the University of Auckland & Associate Editor of the International Journal of Market Research. Leo is recognised as a leading expert on the commercial application of analytics and AI.
• The event will be chaired by Dr Valentina Pitardi, Associate Professor in Marketing at the University of Surrey & Associate Editor of the International Journal of Market Research.