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ARTIFICIAL INTELLIGENCE

AI-powered system measures audience attention and emotional responses

By our News Team | 2023

Cutting-edge technology is said to accurately assess emotional reactions to brand content in real-time and on a second-by-second basis.

Global marketing communications agency Wunderman Thompson has launched an AI creative-testing solution that it says will help its clients evaluate their advertising and brand assets with a core target audience.

 

Developed by the agency’s team of data specialists and technologists, Reveal is a proprietary product that uses AI technology to measure a target participant audience’s attention and emotional responses to brand content through real-world environments.

Artificial Intelligence

Photo by Cottonbro Studio from Pexels

“Reveal changes the way creative testing is done by measuring the attention and the emotional connections that people have with brand content, Wunderman says in a press release.

 

“[It] enables brands to measure the link between human emotions and creative communications in a busy world where it’s harder and harder for brands to catch and keep people’s attention.”

 

Through a panel of core target-audience participants, the creative-testing solution can observe reactions, micro-expressions and changes in muscle movement in the face. 

 

Tracks unconscious movements that show genuine responses

 

These unconscious movements show genuine emotional responses which are involuntary and authentic, and map the changes to emotional states using an AI-powered emotions-detection model developed by Wunderman. 

 

This technology is said to accurately assess emotional reactions to brand content in real-time.

 

These movements are unconscious, but show genuine emotional responses on a second-by-second and frame-by-frame basis, highlighting the emotional peaks and valleys so brands can know when the viewer is paying attention, getting immersed in the story, and forming emotional connections.

 

“As a result, brands can test different video edits, headlines, images, and copy to understand what works best for the target audience and ultimately optimise their creative communications and foster deeper connections with their target audience,” Wunderman says.

 

“Most importantly the process is completely consent-based and no personal data is stored beyond the time required for analysis.”

  

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.