Transforming Customer Relations: Emotional AI and Behavioural Insights as Strategic Enablers in the Automotive Industry

This research examines how emotional AI deepens customer relations within the American automotive industry and how behavioural insights (BLI) mediate this process. Underlying framework: In the automotive industry, prioritising customer needs is crucial. Using emotional AI that analyses emotions and behavioural patterns can contribute to customer loyalty and satisfaction. The research employs a quantitative survey research approach. The sample pool comprised 237 customer experience managers representing various automotive companies in Texas. Emotional AI, business intelligence (BI), and consumer research are assessed using survey questionnaires, and the responses are recorded electronically. Descriptive regression and correlation analysis methods are employed to understand the connections between emotional AI, BLI, and customer relations. Evidence: The survey results indicated a positive relationship between the developed emotional AI and BLI, highlighting aspects of customer relations, including satisfaction and trust levels. The research’s findings suggest that emotional AI and BI could be a strategic intervention for enhancing customer loyalty.