Companies have historically used focus groups and surveys to understand how people felt. Now, emotional AI technology can help businesses capture the emotional reactions of both employees and consumers in real time -- by decoding facial expressions, analyzing voice patterns, monitoring eye movements, and measuring neurological immersion levels, for example. The ultimate outcome is a much better understanding both of workers and customers. But, because of the subjective nature of emotions, emotional AI is especially prone to bias. AI is often also not sophisticated enough to understand cultural differences in expressing and reading emotions, making it harder to draw accurate conclusions.