Emotiva: the startup that uses AI to analyze emotions

Emotiva is an italian startup specialized in the analysis of emotions through Artificial Intelligence: “Understanding emotions is fundamental for business”.

Emotions are a fundamental part of everyone’s life: they guide decisions, influence behavior and help make the most important decisions. Psychologists are well aware of the importance of emotions. In recent years, however, politicians and marketing experts have also begun to pay attention to everything related to the emotional sphere. The last frontier is the use of techniques and tools borrowed from information technology. This is what Emotiva does, an Italian start-up that uses Artificial Intelligence to understand and study the emotional response of consumers in relation to content such as advertising, video, images and audio on the web. Instead of asking people how they feel after seeing marketing content or relying on misleading metrics, Emotiva uses audience-activated webcams to measure consumers’ instinctive reactions in real time.

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Artificial Intelligence to analyze emotions

The platform developed by Emotiva is based on affective computing or Emotion Recognition, a specific branch of artificial intelligence that deals with the analysis of human affective states. Using the webcam of the users’ PCs (obviously after authorization), the system records and detects the micro-movements of the facial muscles. Each contraction (even imperceptible to the naked eye) corresponds to one of the six primary emotions coded by the American psychologist Paul Ekman: joy, sadness, surprise, anger, disgust and fear. The artificial intelligence algorithms analyze the data collected by the webcam and provide predictive insights on the effectiveness of the content submitted to the user. “Every year – explain the founders of the startup – more than 30,000 products or services are launched on the market and 80% fail due to low emotional involvement. Understanding the probability of success of a product before being on the market becomes a strategic competitive advantage. Emotions influence people’s behavior and every aspect of our lives.

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