The intrinsic challenges of contemporary marketing encourage discovering new approaches to engage and retain customers effectively. As the main channels of interactions between customers and brands pivot between the physical and the digital world, analyzing the outcome behavioral patterns must be achieved dynamically with the stimulus performed in both poles. This systematic review investigates the collaborative impact of adopting multidisciplinary fields of Affective Computing to evaluate current marketing strategies, upholding the process of using multimodal information from consumers to perform and integrate Sentiment Analysis tasks. The adjusted representation of modalities such as textual, visual, audio, or even psychological indicators enables prospecting a more precise assessment of the advantages and disadvantages of the proposed technique, glimpsing future applications of Multimodal Artificial Intelligence in Marketing. Embracing the Preferred Reporting Items for Systematic Reviews and Meta-Analysis as the research method to be applied, this article warrants a rigorous and sequential identification and interpretation of the synergies between the latest studies about affective computing and marketing. Furthermore, the robustness of the procedure is deepened in knowledge-gathering concerning the current state of Affective Computing in the Marketing area, their technical practices, ethical and legal considerations, and the potential upcoming applications, anticipating insights for the ongoing work of marketers and researchers.

The growing interest in learning more about consumer behaviors through analytical techniques requires the integration of innovative approaches that relate their needs to strategic marketing procedures. Multimodality and Affective Computing combined a series of robust optimizations for this challenge, implying the complexity of each application. However, the entanglement of different modalities demands new and tailored refinements to enhance adaptability and accuracy in the field. This paper outlines the implementation of a Multimodal Artificial Intelligence methodology with Affective Computing to enhance consumer insights and marketing strategies. The application combines different data modalities, such as textual, visual, and audio inputs, to tackle complex issues in dealing with consumer sentiment. The proposed approach uses advanced preprocessing techniques, including word embeddings, neural networks, and recurrent models, to extract information from diverse modalities. Fusion strategies, such as attention-based and late fusion procedures, are utilized to combine knowledge, facilitating robust sentiment detection. The implementation includes the analysis of real-time customer feedback on social media and product assessments, demonstrating improvements in predicting engagement and shaping consumer behavior. The results underscore the practical viability of the suggested method, promoting progress in multimodal sentiment analysis to extract actionable consumer insights in marketing.