Are you in touch with your emotions? Well, your favourite brand might soon be, all thanks to emotion detection and recognition technology – a market that’s predicted to grow to $65 billion by 2023.

This booming market is being fuelled by advances in artificial intelligence, and big investment from organisations (across a range of industries) keen to study consumer behaviour. It involves the analysis of facial signals to determine internal emotions, including nuanced expression and body language.

In theory, this information can be used to then trigger or change decision-making – or simply create a more emotive or personalised experience.

So, what exactly are brands doing, and why? And what about the matter of privacy concerns? Let’s discuss.