AI discerns emotions to assess product impact

Companies like Entropik Tech and Mad Street Den use artificial intelligence (AI) to gauge customer response to products and services.

Ranjan Kumar, founder and CEO of Entropik Tech, uses a branch of AI called Emotion AI to capture data points about emotions and facial expressions and uses AI to deliver rich information.

In education, for example, 60 and 90 minute videoconferencing sessions can cause fatigue and the teacher loses the attention of the students. “Although the volume of distance learning content in the market is high, its effectiveness is not specified. Emotion AI helps understand levels of fatigue, attention and engagement. We analyze the facial expressions and voices of students and teachers to provide a solution for businesses, ”says Kumar.

One of its biggest customers is the e-learning unicorn Vedantu. Entropik Tech implemented the artificial intelligence solution for Vedantu in June. Kumar says demand is steadily increasing in e-learning, an industry that has seen a massive shift from physical to remote operations due to covid-19.

According to Kumar, other key industries that are implementing emotional AI include customer service, sales, and entertainment, where Entropik is currently working with companies such as Flipkart, Viacom18, CavinCare, and Tata Consumer Care. No wonder he is delighted that his company “has seen its turnover quadruple since 2020”. He attributes much of this growth to the pandemic, which has forced remote operations across industries.

Entropik is not the only one.

Indian startup introduced AI and face analytics last year as part of its Communication-as-a-Service platform product. The company offers emotional intelligence as a key aspect of its AI facial service, which seeks to analyze the facial expressions of customers to give retailers insight into which products can resonate, and which don’t.

Computer vision startup Mad Street Den is another player in this segment. It offers AI-powered solutions for the retail industry to help businesses improve sales with targeted products. Its product, called, studies user behavior by tracking usage patterns on shopping sites and maps them to a product data pool to improve recommended purchases, thereby increasing sales.

Globally, emotional AI companies are growing in popularity. One of the biggest names in the world is Affectiva, born at the Massachusetts Institute of Technology (MIT) Media Labs in 2009. In early 2021, Affectiva was acquired by the Swedish company for advanced driver assistance systems (ADAS) Smart Eye. for $ 73.5 million. Along with its existing offering of using emotional AI tools for brands to improve sales, Smart Eye is also looking to use the technology in ADAS systems.

Other big startups offering emotional AI-based products on a global scale include Shanghai-based Emotibot Technologies, which offers robots that recognize emotions in industries such as healthcare and education. In its last fundraiser, Emotibot raised $ 31.4 million to increase its product base.

That said, while Emotion AI is not really new, the technology is increasingly adopted by businesses. It seeks to recognize and understand human intelligence in reaction to a product or service and to offer this data in the form of analysis to product sellers and service providers to improve revenue.

The use of emotional AI is expected to grow exponentially. A report on the use of emotional intelligence by market intelligence company B2B Markets and Markets states: “The increase in the number of digitization initiatives in developing countries has led companies, both public and private , to deploy applications based on emotional AI. This has led to the development of new business models that can use emotional signals for business processes. “

The report states that the emotional AI market will grow at a compound annual growth rate (CAGR) of 11.3% to reach $ 3.71 billion by 2026. It claims that the data protection rules and Information security systems in a growing number of countries are holding back the growth of emotional AI products.

In an interview with News18 in November last year,’s Gupta claimed that the emotion recognition service would not identify or track individuals on the internet, even though a company could use such services to keep emotional data related to a customer for future product recommendations. uses its FaceAI API to analyze and measure facial expressions to provide live sellers or customer service providers with real-time analysis of customer emotions to help businesses deliver more personalized customer service .

Entropik’s Kumar says its service obtains data from a group of 60 million people who have given consent through third-party service providers. “We do not process any image or video data, and the data we draw is emotions as a data level, to which no personal data or information is linked. “

Explaining how it works, Kumar says, “A brand contacts us with the demographic they want to target, and they are then tested with that section of people from our approved audience. Their attention, engagement, and other metrics are captured when they sample the product or service, such as an advertisement, and the data is sent to the brand for review. “

Certainly, while the makers of emotional AI products and services seem enthusiastic about their implementations in the advertising and entertainment industries, not all stakeholders seem so enthusiastic.

Kainaz Karmakar, Creative Director of Ogilvy India, says: “As a creative professional, it’s scary. Creativity is a fluid process, and the best results come when you go with the gut. Advertising research has been around for a long time and many companies use it. However, creatives always take it with a pinch of salta. “

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