Artificial Intelligence for Emotion-Centric Marketing and Branding-A Consumer Perspective in Digital Advertising

Abstract

The rapid evolution ofdigitai advertising has transformed the way businesses engage with their customers, highlighting the importance of both emotional connection and informative content. Emotional appeal in advertisements plays a crucial role in influencing consumer attention, shaping perceptions, and driving purchase intentions. At the same time, artificial intelligence (Al) has become a game-changing tool in marketing analytics, allowing companies to tailor content, forecast customer behavior, and improve advertising tactics. This study explores the intersection of Al and emotion-centric marketing in digital advertising, highlighting how Al-driven techniques can enhance brand engagement and consumer experience. Using a systematic review and analysis of contemporary literature from 2019 to 2025, the research identifies key Al applications in predicting emotional responses, analyzing consumer sentiment, and tailoring digital campaigns to specific audience segments. The findings reveal that integrating Al with emotional targeting significantly improves consumer engagement, brand loyalty, and campaign effectiveness. Additionally, Al tools facilitate real-time feedback and adaptive marketing strategies, allowing brands to respond dynamically to consumer emotions and preferences. The study also addresses ethical considerations related to transparency, privacy, and responsible data use in Al-enabled emotional targeting. By bridging technology and psychology, this research offers valuable insights for marketers and advertisers seeking to design emotion-driven, Al-powered campaigns. It contributes a conceptual framework for effectively integrating emotional appeal into digital advertising strategies to maximize marketing impact.