Marketers Ponder the Digitalisation of Emotion

Andrew Frank 2016-03-12 Machine learning is ablaze just now, and marketers are noticing that many of the companies and applications at the leading edge are aimed squarely at the heart of their trade. Google’s DeepMind may be grabbing headlines for winning at Go, but it’s in areas like market research, personalisation and recommendations where machine learning is having real impact — and not in ways you might expect. Consider AI start-up Emotient, which Apple recently acquired. Emotient makes software that recognises the emotional content of facial expressions, which marketers use to assess people’s reactions to advertising and product features. Such approaches are rapidly replacing traditional market research techniques as they help marketers gain new insights into the emotions that drive spending. But smart machines aren’t just analysing things — they’re also…

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