The next step could be to develop a method that predicts emotions and feelings, but I am not sure that this will always be true. It could also be the case that AI can only be developed to a certain point, because when emotions and intuition come into play, it may not be possible to reach a real conclusion.
If the level of AI really does rise to this level, we cannot know whether it will be good or bad. Much can be said about the emotional development of AI, but until that happens, it is difficult to say for sure where things will go or whether it will not happen.
It's possible to develop an AI which identifies emotions through micro facial expressions. It's not 100% accurate, but it can work with a decent error margin. There are emotions considered primary ones which are easily spotted, such as: anger, joy, sadness, happiness, fear and disgust.
Of course the market will take advantage of this possibility to identify emotions on people, and then offer them products and services accordingly to what they seem to need in the present moment.
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My bigger concern is if governments get AI like this and start to read facial expressions/ emotions of people in certain contexts. With such data they could know every emotional response.
Think what would be if autocrat comes in power and punishes everyone who have wrong facial expression when talking about him.
AI combined with non stop surveillance is very dangerous thing, and we as ordinary people should be very cautious if measures like this start to get implemented. There is very big potential of putting our freedoms in danger, specially if machine will get to decide about things that can impact our lives.