This paper proposes a modified approach for analyzing and presenting the value generation, capture, and distribution from organizational adoption of new technologies. The focal technology used is emotion detection, and technical approaches and possibilities, as well as some of the inherent challenges and limitations are briefly described. For this technology potential, a novel framework for value generation, capture, and distribution is developed using a design science approach. The framework allows organizations to select appropriate adoption areas and derive methods for risk and problem mitigation. This framework is then demonstrated within the selected setting of emotion detection capabilities.