The idea of using Artificial Intelligence to understand consumer behavior has been around for a while now. From speculating its accuracy to debating its methods, researchers have always had a keen interest in discussing AI's future in consumer research. Emotion AI is the most noticeable development in this regard. Emotion AI is the sub-set of Artificial Intelligence that tries to understand human expressions, both verbal and non-verbal. Also known as Affective Computing, Emotion AI is the science of recognizing, interpreting, processing, and simulating human expressions. Affective Computing was first coined in 1995 by Rosalind Picard's paper of the same name, published by the MIT Press1.