Affectiva Adds Attention Metric to Emotion AI

US-based facial analysis tech firm Affectiva has launched a new metric within its Emotion AI offering, measuring attention signals such as gazing away, speaking and drowsiness, on behalf of brands, advertisers, entertainment companies, and their market researchers.

Acquired by Swedish eye tracking technology firm Smart Eye two years ago, Affectiva helps advertisers to understand the minds of viewers, gauging emotional reactions and predicting engagement with their advertising and shows. Smart Eye has developed eye tracking technology to measure driver attention - understanding if drivers are looking on or off the road. Following the acquisition of Affectiva, the two companies have combined their Emotion AI and eye tracking technologies to deliver a single solution that understands viewer attention when consuming brand, advertising and entertainment content.

The firms have developed campaign engagement measures using proprietary datasets, including 10,000 hours of automotive data and 14.5 million face videos from 90 countries. They promise insights not only into where viewers are looking but also why they are looking there.

Graham Page (pictured), Global MD of Affectiva Media Analytics at Smart Eye, comments: 'We're thrilled to announce this groundbreaking attention metric, driven by sophisticated eye tracking that unveils new dimensions of gaze and head position analysis. By merging Smart Eye's eye tracking prowess with our Emotion AI, we offer a remarkably precise and holistic viewer attention measurement that goes beyond traditional metrics'.

Web sites: www.affectiva.com and www.smarteye.se .