Emotional Artificial Intelligence (AI) in Cultural Marketing – Creative Methods in Studying Consumer Behavior

Abstract

This article introduces a research framework for studying emotional artificial intelligence (AI) used to create marketing content and the behaviour of cultural events consumers. The research we propose would assess consumer responses to AI-generated content, employing models such as the Six Emotional Dimension and the Technology Acceptance Model. We propose a mixed-methods approach: interviews, eye-tracking, experimental exposure, and social media analysis. Key objectives would include comparing perceptions of AI- and human-generated content and examining generational responses in cultural contexts. The findings aim to provide insights for cultural organizations to improve promotional effectiveness by integrating Emotional AI into marketing strategies.