At the pace technologies are expanding, how organizations connect with and influence the customer is set for dramatic changes. AI identification of emotions will be the driving force behind many advertisements soon. Between the rise in popularity of wearables that track user's habits, locations and biometrics (and the advancements that are being made with artificial emotional intelligence) companies will be able to detect customer emotions and reactions. This knowledge, alongside environmental and behaviour indicators, enables companies to establish a much deeper level of hyper-personalization within the customer's experience. Companies will be able to use this data to increase sales and drive revenue. However, the power to create a hyper-personalized experience comes with the price of being hyper-transparent with consumers about the data that is being collected and how it is being used.