Advanced and autonomous AI systems surround us daily, but as smart as these are, they lack the ability to sense and adapt to human emotions. At Affectiva, our mission is to humanize technology by bringing artificial emotional intelligence (Emotion AI) to the digital world. Using computer vision and deep learning, Affectiva measures facial expressions of emotions. We'll explore the applications of Emotion AI in automotive. We'll show how driver's emotion can be measured in human-driven cars and (semi-) autonomous vehicles to improve road safety and deliver a more personalized transportation experience. In addition, we'll share our findings from over 28 hours of in-car data collected, such as the most frequently observed emotions.