Willingness of sharing facial data for emotion recognition: a case study in the insurance market

The research on technologies and methodologies for (accurate, real-time, spontaneous, three-dimensional…) facial expression recognition is ongoing and has been fostered in the past decades by advances in classification algorithms like deep learning, which makes them part of the Artificial Intelligence literature. Still, despite its upcoming application to contexts such as human–computer interaction, product and service design, and marketing, only a few literature studies have investigated the willingness of end users to share their facial data with the purpose of detecting emotions. This study investigates the level of awareness and interest of 373 potential consumers towards this technology in the car insurance sector, particularly in the contract drafting phase, with a focus on differentiating the respondents between generation Y and Z. Results show that younger people, individuals with higher levels of education, and social network users feel more confident about this innovative technology and are more likely to share their expressive facial data.