Until recently, technology was somewhat limited in terms of its ability to sense and adapt to human emotions and reactions. Our apps, devices and advanced AI systems have lots of cognitive intelligence, but no emotional intelligence. As such, transactions between humans and machines are relatively superficial and often ineffective. But over the last few years, Affectiva created never-before-seen technology: software that identifies complex human emotional and cognitive states, by analyzing people's faces and voices. Essentially, we infused AI with EI (emotional intelligence)--allowing for much more productive, persuasive interactions between tech and humans. This was a brand-new category that hadn't yet been defined in AI. We coined it "artificial emotional intelligence," or "Emotion AI." As a result, our challenge was to introduce the tech and establish a major footprint for it--as well as our brand--in the AI industry.