Apple buys artificial intelligence ’emotion measurement’ firm Emotient

Apple has bought a company behind artificial intelligence (AI) technology that can recognise facial expressions. The tech giant confirmed to the Wall Street Journal that it had bought Emotient, but did not provided details of the deal or elaborate on its plans for the firm. Emotient, which bills itself as “a leader in emotion measurement”, has sold technology to advertisers who use it to work out what viewers make of their ads. “Wherever there are cameras there can be video analysis of expressions, and an opportunity to learn about the customer’s state of mind as they emotionally respond to marketing, product and service experiences,” Emotient says on its website. Doctors have also called on Emotient to help them interpret signs of pain among patients and one retailer monitored shoppers’ facial expressions…


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