Apple acquires artificial intelligence start-up that reads facial emotions

Apple is delving further into artificial intelligence with its latest acquisition, San Diego-based Emotient Inc. The start-up uses AI technology to read people’s emotions by analyzing facial expressions. It describes itself as “the leader in emotion detection and sentiment analysis.” Its website explains it is part of a neuromarketing wave that is driving “a quantum leap in customer understanding.” So far, it is primarily being sold to advertisers to help assess viewer reactions to their ads, according to the Wall Street Journal. READ MORE: Happily disgusted or sadly angered: Can Microsoft guess what you feel – by your photo? Doctors have also tested it to interpret signs of pain among patients unable to express themselves, while a retailer used it to monitor shoppers’ facial expressions in store aisles, the company said.…


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