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.

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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