New technology uses subliminal facial expressions to decipher human emotion and personality traits

New technology uses subliminal facial expressions to decipher human emotion and personality traits
Colm is the editor of MarketingTech, with a mission to bring the most important developments in technology to both businesses and consumers.

New software from ‘artificial emotional intelligence’ (AEI) company Human has the ability to recognise and track human emotions and characteristics in real time.

The technology looks at an individual’s subliminal facial expressions, those little ticks, twitches and micro-gestures that a person is not aware that they are making, but paint a detailed picture of their mental state.

The software is the first of its kind, and looks to take a brave new step from facial recognition towards dynamic characteristic detection. The company hopes that the software can be used by companies to minimise human bias in decision making in a cost effective and time efficient way.

The technology will help companies to gain new levels of unbiased insight that can help them better predict opportunities, manage risks and make better decisions about everything about hiring the right person to understanding their audience better.

We spoke with CEO and Founder Yi Xu about the innovative tech and where the company is going next:

How will knowing how someone is feeling at a certain point give a greater insight into individual human behavioural traits and lead to better, more informed decisions?

“We detect both emotions and characteristic traits in millisecond in real time, including happiness, anger, confidence, honesty and nervousness levels. We have observed emotion scores of an individual change drastically from second to second, question to question, situation to situation, whilst some of the characteristics scores related to personality displayed in a certain range.

“With both precise emotion scores and characteristics scores at millisecond for an individual at various situations, we can profile the individual’s personality, thus predicting human behaviour.”

The technology around image analytics is continuing to progress, allowing for example brands to use machine learning to scan images posted on social media to and identify what situations consumers tend to use their products. Do you see your technology having overlap with this kind of image analytics technology? How could your technology add to this practice?

“There has been much advancement in the computer vision machine learning space over the past few years and we are all of course making our small contribution to the progress in the industry day by day. We are more focused on video analysis as opposed to image analytics.

“Ultimately, we want to provide another layer of intelligent data to our clients, thus enabling them to make wiser decisions.

“Using the power of deeper-rooted technology that not only looks at how someone is feeling at that point, but also at what kind of person they are, will allow us much greater insight into individual human behavioural traits which can be used to great advantage when making better, more informed decisions.”

Do you see your technology as primarily customer-facing or for companies to use internally to assess their own performance or employee satisfaction?

“At the moment, we are a B2B tech company, helping our clients to better understand their customers, employees, competitors and even themselves better.

“Understanding what makes someone passionate, nervous, dishonest or curious for example, has to date been about the human subconscious biased view, which has always been a gamble. Our software adds another layer of certainty to simple gut instinct with supporting data.”

How important to do you think this kind of emotional and personality trait analysis will be for businesses and brands in the near future?

“In our daily encounter at personal and professional level, we (consciously or subconsciously) are constantly making our judgments on other people through our own ‘lens’ – inevitably our own biased view. We want to enable humans to quantify emotion and personality scientifically, yet with minimum human bias, in necessary practices.

“More importantly, my vision is to help humans understand themselves better – deep down, our true emotion and personalities.” 

Human’s technology is able to use raw video footage and tell in real-time what a person is feeling as well as provide insights into certain personality traits. You can take a look at how it works here.

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