Marketing of the Future: The Power of AI-Expressed Emotions

With the rapid advancement of generative artificial intelligence (GAI) technologies, the role of AI in service marketing has become increasingly prominent. Unlike traditional customer‐service agents, generative AI can recognize and convey emotions, offering consumers a more humanized and personalized interactive experience. This paper systematically reviews the functions of AI-expressed emotions in marketing contexts and examines its effects on consumer trust, satisfaction, loyalty, and continued use intention. The findings indicate that AI‐driven emotional support can strengthen consumers’emotional bonds and purchase intentions, yet challenges remain regarding the authenticity of emotional expression and data privacy concerns. By integrating existing studies through a literature‐analysis approach, the article outlines the application prospects, underlying mechanisms, and boundary conditions of AI‐enabled emotional marketing, providing both theoretical guidance and practical recommendations for firms seeking to optimize customer‐service strategies and enhance consumer experience.