Apple acquires technology start-up Emotient that uses artificial intelligence to read emotions

After Google and Facebook announced plans to foray into the artificial intelligence (AI) domain, Apple Inc has also joined the club by acquiring Emotient, a start-up that uses AI to read people’s emotions. The technology is primarily sold to advertisers and retailers to help assess viewer reaction to ads and monitor shoppers’ facial expressions. Although Emotient has less than 50 employees, last year it managed to raise $8m (£5.4m) from investors such as Intel Capital. In May 2015, the San Diego-based company said it was “granted patent for a method of collecting and labeling as many as 100,000 facial images a day so computers can better recognise different expressions”. To demonstrate what the technology can assist companies with, in August last year, Emotient’s software was used during a presidential candidate…


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