![]() ![]() In 2018, TV viewers voted Amazon’s “ Alexa Loses Her Voice” - where celebrities attempt to (unsuccessfully) replace Alexa - as the best commercial, according to the USA Today Ad Meter. For another, there’s often a disconnect between what people say they feel and what they actually feel.Ĭonsider how people respond to Super Bowl commercials. For one thing, emotions are inherently difficult to read. This has never been an easy thing for companies to determine. If left unaddressed, conscious or unconscious emotional biases like this can perpetuate stereotypes and assumptions at an unprecedented scale. Using emotion recognition to prioritize which customers to support, the shop assistant might mistake their smile - a sign of politeness back home - as an indication that they don’t require help. Imagine a Japanese tourist needing assistance while visiting a shop in Berlin. Confusing these meanings can lead businesses to make wrong decisions. For instance, a smile might mean one thing in Germany and another in Japan. AI is often also not sophisticated enough to understand cultural differences in expressing and reading emotions, making it harder to draw accurate conclusions. But, because of the subjective nature of emotions, emotional AI is especially prone to bias. The ultimate outcome is a much better understanding both of workers and customers. Now, emotional AI technology can help businesses capture the emotional reactions of both employees and consumers in real time - by decoding facial expressions, analyzing voice patterns, monitoring eye movements, and measuring neurological immersion levels, for example. Companies have historically used focus groups and surveys to understand how people felt.
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