Company that develops technology to read emotions receives 3.6 … – publico

                 

                         
                     

                 

 
                         

A British company received 3.6 million euros from the European Commission to develop a plan to analyze people’s emotions through their webcam or smartphone to see if they like what they are seeing in their devices.

                     

                          The Realeyes, which is working together with research teams from Imperial College London, the University of Passau, Germany, and PlayGen, a British gaming company, intends to deepen forms of measurement of people’s emotions, as explained its CEO, Mihkel Jäätma, the Wall Street Journal. “This is absolutely a new frontier,” noted the official, who believes that the Realeyes is “raising the emotional measurement to another level.”

The British company, founded in 2007, currently have a database of more than five million images of faces, each with a description that can contain information such as the motion of an eyebrow indicates surprise or confusion, for example. Basically, any facial movement, through the eyes, mouth or nose can advance information about what a person feels when he sees a picture, a video.

The Realeyes’s customers companies like Phillips, Procter & amp ; Gamble and AOL, using its technology to adapt the content of their video advertising to potential customers by geography or demographics. Whenever people are exposed to online advertising videos of the British company customers are asked if they allow you to use your webcam. According to the CEO of Realeyes indicates the Wall Street Journal, about 2% of people agree to participate.

When given consent, the camera turns on and starts recording a video that is made an upload to the Amazon Web Servers, which are then worked on the basis of algorithms Realeyes. This algorithms can automatically detect the sex and approximate age of the person.

Mihkel Jäätma explains the US newspaper that by allowing the recording of your viewing a video, people to help “create better content in future. ” The technology created by the company can also come to be applied in devices for road safety or lie detectors to use by the police.