Apple has been making some changes within the iPhone, some that have excited and some people aren't as excited about. Something we should all be excited about is the recent purchase of startup artificial intelligence company Emotient. According to Apple Insider, Emotient uses artificial intelligence to analyze and read emotions on someone's face when they are using their phone.
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Emotient's technology has previously been used by advertisers to determine both emotional connection to advertisements, and also whether or not the product connects with certain groups. It also allows advertisers to know whether or not the ad was even noticed by people. They could tell if the response was positive or negative. The technology that they use on their cameras captures video and analyzes what it means to "learn about the customer's state of mind."
Emotient is the leader in emotion detection and analysis. This is all part of a new neuromarketing wave that is driving industries toward deeper customer understanding. Their services quantify emotion responses, which can help lead them to insights and actions that improves not only marketing, but also the products themselves.
An Apple spokesperson confirmed the acquisition to The Wall Street Journal with its standard acquisition statement: "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."
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While it isn't known what Apple will do with it, the company has acquired two other related companies in the last few months: Perceptio, a startup focused on deep learning and image-recognition systems, and real-time motion capture firm Faceshift, a company that worked on technology to capture facial expressions using 3D sensors.