Corporate Brand

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Description

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Emotiva analyzes real-time people’s emotional responses by measuring micro facial expressions through a common webcam. Using computer vision and machine learning algorithms to collect emotional data insights, useful to understand human behaviors and quickly available for applications in Media Analytics, Fintech, HR-tech, Health-tech. 

Emotiva analyzes real-time people’s emotional responses by measuring micro facial expressions through a common webcam. Using computer vision and machine learning algorithms to collect emotional data insights, useful to understand human behaviors. This data are quickly available for applications into Media Analytics to understand the emotional impact related to all media contents with an average improvement performance of 83%. In Fintech to improve investment decisions, in HR Tech to optimize organizations in companies and health quality monitoring in Health Tech. 

Emotiva analyzes real-time people’s emotional responses by measuring micro facial expressions through common webcam. Using computer vision and machine learning algorithms to collect emotional data insights, useful to understand human behaviors. The proprietary algorithm divides an image into several parts, and for each of these, a neural network provides the value of the Action Units (AU) relating to that area of ​​the face. This allows classifying complex emotions “in the wild” that cannot be determined with other algorithms. Emotion AI is a specific branch of Artificial Intelligence that allows the study and development of devices and applications with an ability to recognize, interpret, process, and simulate human affects. In this field, for R&D activities Emotiva operates with the PHuSE Lab, Computer Science department of the University of Milan. 

Emotional data insights are immediately available for applications in Media Analytics to understand the emotional impact related to all communication activities with an average improvement performance of 83%. In Fintech to improve investment decisions, in HR Tech to optimize organizations in companies and health quality monitoring in Health Tech. 

An emotion, the wrath of Achilles, is the protagonist of the Iliad. Around it revolves the destiny of war and the success of what was to become a founding work, affecting all subsequent literary production around the world.

 

The analysis of human emotions is at the heart of a new gold rush. The possibility of understanding them immediately, defining them and rendering them, in the form of data, available for practical use is the paradigm that currently drives the research of Emotion AI, or affective computing, a specific branch of artificial intelligence that deals with the analysis of human affective states.

 

Emotions are at the centre of our lives, every day we make about 35,000 decisions, most of them are managed automatically to avoid the considerable energy expenditure that would result from putting them through the more rational and complex brain systems circuits.

 

The task of managing the emotions takes place in the deepest part of our brain, the R-Complex, the reptilian brain. No conscious experience can exist without an emotional component. Our emotional sphere has been forged by a long evolutionary process, and the stratification of the brain circuits responsible for processing emotional information is proof of this.

 

Emotiva, a startup involved in the acceleration programme LVenture LUISS EnLabs, has implemented and perfected a new algorithmic model able to extract the AU (Action Unit) with a high degree of precision. This model allows the analysis of emotions composed “in the wild” that cannot be determined with other algorithms.

 

Emotions manifest themselves on the face through an expression that can be measured with a normal webcam by analysing the micro-movements of the facial muscles. Joy, sadness, surprise, anger, disgust, fear are the six expressions of primary emotions, which are spontaneous and universal. They have been codified by the American psychologist Paul Ekman, who, over the years, has refined his model, which Emotiva uses as the theoretical basis of its technology.

 

The commercial application developed by Emotiva is a SaaS (software as a service) media analytics platform that analyses people’s emotional responses in real-time and provides predictive insights into the effectiveness of content, whatever its nature.

One of the most interesting fields of use for this technology is in Martech (Marketing Technology), a $121 billion market with a growth of 22% year on year.

 

The three founders, Lorenzo Corbo, Andrea Lori and Andrea Sempi, have translated the paradigm that emotions drive more than 90% of people’s behaviour in marketing and communication, by creating a business capable of providing valuable tools to companies. Understanding emotions in advance, even before being on the market, means not only being able to understand future purchasing behaviour in advance but also having the opportunity to ‘correct’ the focus of your communication with concrete benefits for brands, creative agencies and digital agencies.

 

The analytics extracted from Emotiva provide the metrics to make concrete decisions regarding marketing investments and allow extremely effective comparison activities. Emotiva, through its Artificial Intelligence technology, is changing the rules of how to measure the impact of a piece of content on the audience. Thanks to this technology, it will continue to improve people’s understanding, using their own emotions as a starting point.

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