Emotion detection is a hot ask in marketing, but the tech just isn't ready yet

I also talk with the heads of marketing departments daily. One of the questions I've been hearing a lot lately is, "How can we use AI to better understand consumers' emotional states?" This field of AI, generally referred to as emotion detection or recognition technology, or emotion analysis, is being put to use in this age of coronavirus. Just this month, researchers from the University College London published a paper purporting to accurately approximate emotional states of research participants using automated analysis of text responses to questions regarding the pandemic. Without getting into the specifics of that study, it underscores the continued growth of the technology and the new ways it is being applied.