This month, Apple acquired Emotient, a start-up that uses artificial intelligence to read emotions through facial expression. Although the company told the Wall Street Journal that it does not “discuss our purpose or plans” when buying smaller companies, it seems likely Apple will use the technology to better understand the relationship between consumers’ emotions and its advertising and products.
Industries already using similar technology include advertising, healthcare, and retail. Affectiva is a facial recognition service that focuses on emotional analysis, using technology to help advertisers understand viewers’ emotional connection with campaigns. The information gathered can help pinpoint when users become captivated or disengaged, and further analysis can help advertisers work out why.
Neuro-Insight is a company that operates in a similar way, using neuroscience to quantify subconscious and emotional responses. The company measures responses by reading brain activity, analyzing reactions to advertisements or products.
