Element Human CEO Matt Celuszak is working on making robots capable of understanding human emotions. Forbes associate editor Thomas Brewster talks at length with him to know how AI can go beyond facial recognition. Celuszak points out that artificial intelligence is good at spotting patterns. For instance, in a camera, your emotions draw up pixels which the AI tools can detect. His staff then take all the data and categorize them according to emotions like smiling.

Forbes catches up with Element Human to discuss how they're implementing AI technology to hone a brand's ability to predict the way a product will be received emotionally by the public.