In today’s world, communication is being filtered through digital media’s. Instead of interacting in a face-to-face conversation, we started chat messages or set up a video call. We prefer to shop online and if we encounter any problems there, we turn to chatbots. This filter isn’t always beneficial – all too often, the communication is distorted, questions were misinterpreted, and frustration grows as a result.
Emotion plays an vital role in the lives of biological creatures such as animals and humans. Without emotion, the existence state of being would perhaps be in danger. Instead of living in a world of happiness and love, everyone probably live under the threat of social stigma and insecurities.
Now a days the brands and market research agencies have recognized the potential of Emotion AI. They are adopting this Artificial Intelligence based, analytical approach to augment their existing research methods and elevate their consumer insights teams. Emotion AI has certainly arrived and opened up for decision-makers to humanize their consumer insights. To deliver the meaningful customer experiences Emotion AI helps them to stand out and connect with their distracted and overwhelmed, modern-day customers. Moreover, the highly accurate technologies like Facial Coding and Eye Tracking have brought about agility, scalability, and cost-efficiency with their computer-vision-based methods.
Emotion AI is the sub-set of Artificial Intelligence that tries to understand human expressions and emotions, both verbal and non-verbal and Also known as Affective Computing. The technology aims to improve natural communication between human and machine to create an Artificial Intelligence that communicates in a more authentic way. If the Artificial Intelligence can gain emotional intelligence, maybe it can also replicate those emotions.
Emotion AI is the science of recognizing, interpreting, processing, and simulating human expressions with help of AI. The Affective Computing was firstly coined in 1995 by Rosalind Picard’s paper of the same name, published by the MIT Press1. Innovators and researchers have been developing research methods to measure and quantify human feelings, emotions, and moods. Using the biometric sensors, voice analysis, text analysis, computer vision, Facial Coding and Eye Tracking have been used for data collection.
Artificial Intelligence and Neuroscience researchers agree that current forms of AI cannot have their own emotions, but they can mimic emotion, like as empathy. Synthetic speech also helps to reduce robotic like tone many of these services operates and emit more realistic emotion. Currently, it is not possible for Artificial Intelligence to replicate human emotions. However, studies show that it would be possible for AI to mimic certain forms of expression.
Emotion AI, also known as affective computing, is essentially all about detecting emotions using AI. Machines with this kind of emotional intelligence are able to understand the cognitive but also the emotive channels of human communication. It can detect, interpret, and respond appropriately to both verbal and nonverbal signals.
In this research field, a lot of work is being put into imparting an emotional understanding to the machines. Machine learning and deep learning are especially relevant and using these technologies, images and speech recognition systems are used as input for the machines. In this way, the machines learn how to recognize and interpret a smile or change in tone of voice of human being. For example: Is it a happy smile or sad smile? Does it make the situation better or worse than before? However, researchers work with parameters such as skin temperature and heart rate and among other things, are practical for developing wearables that are as smart as possible.
Apart from the advertising research, there are a wide range of ways in which the brands can benefit from developments in the field of emotion AI. For example:
– Smart chatbots: It identify the different customer types, their behavior, their motives and also can strengthen the customer relationship in the long term – e.g. providing personalized product recommendations or providing individual answers to questions.
– Smart CCTV cameras: It enable retail stores to record customer reactions on products, prices, etc. in real time and thereby improve their range and pricing.
Humans are far ahead of technology when it comes to reading and understanding emotions. Emotion AI, already offers opportunities personalizing the user experience and thereby strengthening the customer relationship. It is expected that further scientific progress, the emotional intelligence of machines will become more accurate.
Camera’s integrated in computers, smartphones, or connected TVs make it possible for brands to leverage the emotion AI in order to test reactions to certain content and adapt their online presence accordingly.
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