The combination of neuroscience and AI is revolutionizing the analysis of human emotions, offering brands unique opportunities for new customer experiences and meeting today’s need for hyper-personalization. Thanks to EEG (electroencephalography) technology, retailers can now decipher customers’ emotional reactions in real time, driving differentiating strategies based on a deep understanding of consumer emotions.
Making the irrational rational
When we engage our senses by tasting chocolate, testing a perfume or touching a fabric, the brain is activated, immediately generating multiple emotions. These emotions are most often linked to “Proust’s Madeleines” – our memories. Thanks to advances in neuroscience combined with AI, scientists are now able not only to visualize these emotions, but also to measure and analyze them. This revolutionary advance is based on EEG technology, which allows us to interpret the brain waves emitted by the prefrontal cortex, the area of our brain that controls our emotions. Thousands of waves are produced every second, providing extraordinary emotional data that is already being used in medicine and personal development to improve concentration.
For brands in the luxury, fashion and beauty industries, as well as in gastronomy – all sectors in which emotions are central to purchasing decisions – this measurement of emotional intelligence opens up tremendous opportunities.
When emotional intelligence and AI meet in the store
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Featured photo : © Chanel
