Emotional AI: A Picture Is Worth A Thousand Words

Over the last 20 years, Bhosale Deepak has been involved in aligning technologies and processes for the business with the objective of enhancing business growth and profitability. At Asian Paints, he is responsible for drafting IT strategies and program managing IT projects for International operations, newer home decor business related acquisitions in India and customer facing areas in India paint business.

- Bhosale Deepak, General Manager-IT, Asian paints

A picture is worth a thousand words" is an English language-idiom. It refers to the notion that a complex idea can be conveyed with just a single still image or that an image of a subject conveys its meaning or emotions or essence more effectively than a description does. Our facial expression or our body language does speak of our wants or desires. It’s these wants which find expression through speech and body language. A popular research has shown that only 7 percent of human communication is actually based on the actual words we say. As for the rest, 38 percent comes from tone of voice and the remaining 55 percent comes from body language.

Now demystifying this unsaid 93 percent can make a hell lot of difference to any marketer especially in a country like India wherein we as country are very expressive about our choices. Understanding the feeling is critical as that allows marketer to get a good, deep insights into the minds of the customers. Often products, services and experiences are designed only on what the customer states or voices out. I would bet my life here that these are not necessarily complete inputs to design the products or services. It’s largely the unsaid or the implied which makes the difference.