Emotional Intelligence in AI: The New Marketing Superpower - Jennifer Jones-Mitchell, Human Driven AI
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Emotional Intelligence in AI: The New Marketing Superpower - Jennifer Jones-Mitchell, Human Driven AI
- 1. KEYNOTE Emotional Intelligence in AI: The New Marketing Superpower Jennifer Jones-Mitchell CEO HUMAN DRIVEN AI ATLANTA, GA ~ JUNE 25 - 26, 2025 DIGIMARCONSOUTHEAST.COM | #DigiMarConSoutheast
- 2. Emotional Intelligence in AI: Marketing’s New Superpower Jennifer Jones-Mitchell CEO, Human Driven AI
- 3. AI Training AI Consulting AI Product Development Human Driven AI
- 4. Human Driven AI Synthetic emotions
- 5. The U.S. AI emotion (synthetic emotion) market is projected to reach $20 billion by 2030. Source: The Verge 2024 Human Driven AI
- 6. of marketers are planning to invest in synthetic emotions this year. source IBM AI for Marketing Report, 2024 55% Human Driven AI
- 7. Traditional A/B Testing Human Driven AI Positive Negative Neutral • Surface-level analysis • Emotions drive behavior
- 8. Human Driven AI Sentiment = Mood. From sentiment to emotional strategy Emotion = Motive.
- 9. Human Driven AI Synthetic emotions
- 10. Introducing synthetic emotions AI-labeled emotional states based on language, tone, and context. Applies to text, image, audio, and video. The AI uses this training to understand emotional subtext. 10 Human Driven AI
- 11. How synthetic emotions work • Trained on emotional datasets and tone cues. • Uses natural language and cultural context. • AI understands emotion driving the action. Human Driven AI Emotional input AI model Labeled emotion
- 12. Why this matters for marketers Understand why people engage. Match messages with those key emotional drivers. Create authentic emotional alignment in how content will feel to audiences. Boost loyalty, resonance and conversions. 12 Human Driven AI From clicks to connections
- 13. Synthetic emotions case study: Changing the mind of AI to change human minds. Human Driven AI
- 14. The Goal: Win the Hearts & Minds in Rural America Human Driven AI
- 15. The Challenge: Opposition is Anchored by Deep Emotion Human Driven AI
- 16. The Solution: We Built an AI Version of the Opposition Human Driven AI
- 17. Emotion changed the game Human Driven AI An AI persona trained on real-world examples of people opposed wind and solar projects. Fine-tuned the model with an emotionally weighted prompt library, tagging inputs with emotions like betrayal, resentment, pride, trust and defiance.
- 18. How can I persuade you? Human Driven AI You can’t. I’ve seen what these project do. They show up with promises and leave us with wrecked land and empty wallets. You don’t get it – it’s not about energy. It’s about control.
- 19. Human Driven AI Simulated example pulled from real conversations with the AI.
- 20. Human Driven AI Emotional shifts over time Emotional Tone of AI Key Insight Defiant, Angry, Betrayed All data/studies rejected outright Guarded, still distrustful Recognizes emotional validation Curious, skeptical Emotionally framed appeal works Open, conditional trust AI persona softens to messaging
- 21. Human Driven AI Insights for real-world messaging Key Learnings Avoid leading with data or environmental buzzwords. Start with empathy. Prioritize emotional validation over data. Use legacy language like “protect,” “heritage,” “generations.” Frame renewables as self-reliance, not progressive/liberal ideas. Avoid emotional triggers. Words like “progress” and “sustainability” create immediate resistance.
- 22. The Result: After 4 months, we changed its mind Human Driven AI
- 23. We didn’t just win the argument. We changed the feeling. Human Driven AI
- 24. • Opposition rooted in distrust, resentment, loss of identity. • Emotional counterpoints focused on legacy, pride, and the protection of land. • Messaging shifted from data, studies, & statistics to empathy, stewardship, and belonging. Human Driven AI Emotion changed the game
- 25. How can you leverage AI emotions? Human Driven AI Test like a scientist. Think like a psychologist.
- 26. Emotion-based testing framework Identify the emotion categories tied to your brand goal. Build variants that evoke different emotional tones. Use synthetic emotion scoring. 26 Human Driven AI
- 27. Human Driven AI Define the AI’s behavioral baseline Emotional drivers: what this person fears, what they feel proud of, what triggers frustration or trust. Core beliefs & worldview: how they see the world, who they trust or distrust, and what values guide their decisions.
- 28. Use their own words, not your assumptions Human Driven AI
- 29. Human Driven AI Curate the (conversational) datasets Transcripts of town halls and public comments on wind/solar projects Rural Facebook groups opposed to renewable energy projects YouTube videos/comments from creators who oppose renewables Letters to the editor from rural newspapers Talk radio transcripts, blog posts, and interviews Legal challenges or petitions against renewable developments
- 30. Train the AI to analyze & tag the content 30 Human Driven AI Classifiers detect and label emotions. You can then analyze actual content. Feed it real-world examples. So, the AI can recognize emotions: This sentence expresses resentment and distrust.
- 31. Classifiers help AI understand how the opposition feels. 31 Human Driven AI Instead of guessing: “They just don’t want solar panels.” You get insights like: “They’re afraid of losing control of their land.”
- 32. Tools of the Trade Human Driven AI Receptiviti.ai: Emotional intelligence in text Hume.ai: Voice emotion analysis Synero: Emotion clusters in social media Python: Programming environment Hugging Face: Pre-built models GoEmotions: Emotion-labeled training data Colab: Development and testing environment OpenAI: Custom classifiers for use cases
- 33. What’s next in AI emotion
- 34. Human Driven AI What’s coming: Brands generate dynamic content based not only on demographics or behavior, but on emotional profiles. Why it matters: This moves personalization from “right message, right time” to “right feeling, right time.” Emotion-Tuned Personalization at Scale
- 35. Human Driven AI What’s coming: Stop grouping audiences by “interest” and cluster them by emotional triggers. Why it matters: Two people might oppose your brand for different reasons, emotional clustering tells you how to speak to each, with empathy. Emotion-Driven Audience Segmentation
- 36. Human Driven AI What’s coming: Brands will test content through emotion- detection models to gauge how people are likely to feel. Why it matters: Run focus groups at scale in minutes, and ensure campaigns resonate emotionally before going live. Creative Pre-Testing with Emotion AI
- 37. Human Driven AI What’s coming: Chatbots, AI agents, & AI influencers use synthetic emotional logic to detect frustration, confusion, or joy and respond genuinely. Why it matters: AI that “feels with you” earns trust faster. Emotionally Adaptive AI Agents
- 38. Human Driven AI What’s coming: Brands train AI not only on product info, but on the emotional tone of their voice: their empathy, humor, defiance, confidence. Why it matters: Synthetic emotions won’t just be about what people feel, but how it feels to interact with your brand. That becomes a differentiator. Synthetic Emotions as Brand Differentiators
- 39. Ethical considerations Don’t exploit pain or fear. Don’t overstep into manipulation. Understand emotional variance across cultures. Always keep human oversight. 39 Human Driven AI
- 40. Brands that understand emotion will outcompete brands that only chase attention. Human Driven AI
- 41. Synthetic emotions reveal the why behind actions. Emotional transformation drives deeper persuasion/connection. You can now test and train emotion at scale. Lasting wins come from emotional intelligence. Human Driven AI KEY TAKEAWAYS