TEM Journal | 2026
Authors: Todorova A.
DOI: 10.18421/TEM151-16
Journal: TEM Journal
Year: 2026
Publisher: UIKTEN - Association for Information Communication Technology Education and Science
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The present study aims to explore perceptions regarding the use of emotionally intelligent artificial intelligence (EIAI) in the marketing sphere. Through the conducted empirical study, primary data were collected from a significant number of Bulgarian marketers (N = 510) and customers (N = 708) regarding their knowledge of the application of EIAI in marketing. Marketers demonstrate significant enthusiasm and expect future progress and improved campaign effectiveness thanks to EIAI. However, the majority of them are still not sufficiently aware of the specific applications of this technology. At the same time, customers show a high level of awareness and caution regarding EIAI. The study emphasizes the importance of establishing a regulatory and ethical framework for the application of this innovative technology in marketing, ensuring its responsible and transparent use. The quantitative results obtained provide a valuable empirical basis for future research and the practical application of EIAI in marketing, not only in Bulgaria but also in countries with similar market characteristics. Thus, the present study contributes to the development of the existing theoretical framework in marketing, based on artificial intelligence, and, in particular, to the emerging field of EIAI. © 2026 Ana Todorova; published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 License.
affective computing; artificial intelligence; consumer attitudes; emotional intelligence; Marketing