Leading Over-the-Top (OTT) platform provider Zee5, in a bid to tailor content for India's tier-2 and tier-3 cities, is leveraging 'emotion' sensing artificial intelligence (AI). Zee5 joins the ranks of innovative companies like Flipkart, P&G, and Star Disney, utilizing advanced AI tools to enhance their offerings. The deployment of facial expressions, eye tracking, voice modulation, and body movements in 'emotion AI' is becoming increasingly prevalent, impacting diverse sectors from digital advertising and consumer research to mental health diagnosis.Gurugram-based AI service provider Entropik leads the charge with its 'privacy-preserving consent-based approach,' collecting data from 60 million people across 110 countries.

The company utilizes cameras on mobile devices, laptops, and desktops, employing facial coding, eye tracking, and Voice AI to create a master data set. Ranjan Kumar, founder and CEO of Entropik, emphasizes the application of these insights in market research, providing anonymized results from over 45,000 data points.Global brands such as Procter & Gamble (P&G) and Star Disney are adopting emotion AI to reshape various aspects of their business. Nikunj Jain, CIO & digital leader at P&G India, highlights how AI technologies influence everything from product design and manufacturing to marketing and consumer engagement. Emotion AI tools facilitate quick and efficient decision-making, combining human emotional reactions and eye gaze with established design principles.The incorporation of emotional intelligence into machines, as mentioned by Saurabh Kumar, partner - consulting, Deloitte India, has far-reaching effects. The global emotion AI industry, valued at $1.8 billion in 2022, is projected to reach $13.8 billion by 2032. Gartner recognizes emotion AI as a pivotal element revolutionizing the digital marketing industry.

However, concerns regarding privacy, discrimination, and potential misuse accompany the rise of emotion AI, emphasizing the need for ethical frameworks and guidelines to ensure responsible use.United We Care (UWC), a mental health and emotional wellness company, introduces an AI-enabled multi-lingual bot named Stella. Stella conducts intelligent mood tracking, mental health screening, and assessment with an efficacy of 85%, surpassing human psychologists. The startup, backed by Kunal Shah, has recorded 8 million conversations on its platform, addressing real-time emotional patterns in 29 languages.Additionally, AI analytics solutions firm Course5 Intelligence's platform, Incivus, evaluates ads to provide granular insights into ad recall, attention, and emotions.

Ashwin Mittal, CEO of Course5 Intelligence, emphasizes the substantial impact of generative AI-powered augmented analytics on business growth, contributing $1 billion in two years for a global technology company's ecommerce team.While the potential of emotion AI is vast, concerns about privacy and ethical considerations loom large. Deloitte's Saurabh Kumar underscores the need for the right ethical framework and guidelines, including data privacy legislation, to mitigate risks associated with the use of emotion AI data derived from people's voices, body movements, gestures, intonation, and facial expressions.