Digital technologies, such as artificial intelligence, brain-computer interfaces technology and big data, enable many firms to innovate their business model. It is clearly an emotional process due to its complex and uncertain nature, and involves individuals’ emotion regulation, yet the current research lacks an effective conversion path from emotion to digital business model innovation. Drawing on theories and research on emotion regulation and business model innovation, we investigate how emotion regulation of entrepreneurs influence digital BMI. Data from 126 new ventures (...) show that entrepreneurs’ reappraisal positively affects digital BMI, while entrepreneurs’ suppression exerts opposite effects on digital BMI. Moreover, we find that environmental dynamism moderates this relationship. The findings explain the emotional complexity in digital technology empowerment, which has implications for the development and design of brain computer interface applications and the literature on emotions and business model innovation. (shrink)