By 
By Jesse Jarvis CEO Kaiko
Companies are increasingly integrating artificial intelligence and emotional analytics into core commercial operations, marking a shift from automation for efficiency to AI as a driver of growth, client retention, and strategic positioning.
RELATED: Emotionally intelligent AI sees growth potential across several sectors
Advanced systems are being used to inform market entry, optimise pricing, and refine sales forecasts. At the same time, emotionally responsive CRM platforms are enabling real-time adjustments to customer interactions by analysing tone, sentiment, and behavioural cues.
Collaboration tools, supported by AI, are facilitating more sophisticated partnership strategies, particularly in sectors where speed, digital alignment, and customer intimacy are critical to competitive advantage.
Investment in emotional AI is gathering pace, with annualised double-digit growth estimated through 2030. Global spending on AI reached USD 184 billion in 2024, and 73% of chief executives now rank it among their top strategic priorities.
Emotional intelligence has emerged as a high-conviction area of application, with uptake in healthcare, content personalisation, and customer engagement. In the U.S., adoption is most advanced across media, retail, and financial services, where companies are using sentiment analysis and emotion-recognition tools to differentiate offerings and strengthen brand loyalty.
Internally, businesses are deploying emotional AI to monitor employee sentiment and pre-empt attrition. Platforms are analysing psychological indicators, engagement patterns, and digital interactions to provide data-led guidance for management intervention.
In parallel, AI-powered training simulations are helping employees build empathy, adaptability, and communication skills, attributes that remain critical in increasingly automated client environments.
Emotionally aware systems are also gaining traction in sales and negotiation functions, offering real-time insights into stakeholder sentiment and enabling more adaptive, trust-based engagement. As emotional intelligence becomes embedded into AI infrastructure, companies are reframing it as a measurable asset with material commercial impact.
