Kellogg’s & digital ads
While Disney uses emotion-detection tech to find out opinion on a completed project, other brands have used it to directly inform advertising and digital marketing.
Affectiva is one of the most prominent technology developers in this area, with its emotion AI being used by a number of Fortune 500 brands.
Kellogg’s is just one high-profile example, having used Affectiva’s software to test audience reaction to ads for its cereal.
It showed consumers multiple versions of an ad, eventually concluding that while one version produced the most laughs during an initial watch, it produced little engagement on the second.
As a result, Kellogg’s chose the version that generated steadier levels of engagement over the course of multiple views.
This type of data-driven marketing can be invaluable for brands like Kellogg’s, but of course there are privacy issues involved. It’s not just about invasion of privacy (with brands having access to personal information), but due to the emotional nature of the data – how brands could use it to potentially manipulate or exploit consumers.
Unsurprisingly, organisations like Affectiva are wary of this, highlighting that it only uses personal data with consent, and that data can be deleted on request at any time.
Read the article here
