Dynamic online pricing strategies are developing in an international area, but their performance varies according to sector and level of technology adoption. This paper examines the impact of Emotional Artificial Intelligence (Emotional AI) on dynamic pricing performance within the framework of Industry 5.0. Although existing literature highlights Emotional AI's potential to personalize pricing strategies by adapting to consumers’ emotions, the exact mechanisms of this influence are still underexplored. Employing a systematic literature review, grounded in the SCOPUS and Web of Science databases and using the PRISMA methodological framework, this study synthesizes recent findings to uncover trends, research gaps, and opportunities. The analysis reveals that emotional AI facilitates real-time analysis of emotional data, optimizing price acceptability and enhancing customer trust and loyalty. Nonetheless, significant challenges persist, including ethical issues, data privacy concerns, and complexities in implementation. Future research should prioritize empirical studies in specific settings such as Morocco, the establishment of ethical frameworks for emotional data management, and the exploration of synergies between emotional AI and other Industry 5.0 technologies. This study advances the understanding of emotional AI’s role in reshaping pricing strategies, advocating for its responsible and sustainable adoption.