Welcome back to part two of the emotional marketing series. I kicked it off last week with an exploration into why emotional marketing is important and the increasing use of VR within marketing campaigns, which you can read here.
This week we will be exploring AEI…
Artificial emotional intelligence or as it’s known among IT scholars, affective computing, will revolutionise the way we live. Why?
Because if Disney can change the way Beauty and The Beast concludes in real time then perhaps, for some of us, the story ends with Bell’s father forever trapped by the Beast and Gaston marrying Bell instead.
Imagine a world where Woody stays with Al (creepy toy collector) in Toy Story 2 and never goes back to Andy.
According to Josh Walker, more brands are increasingly taking note of this new technology that can scan our faces, read our emotions and predict our behaviour by our moods.
So while I talked about Google and Snapchat using social media to recreate George Orwell’s nineteen-eighty-four (coincidentally in the decade of remakes) out of sarcasm, it turns out we probably already are living in a surveillance society.
And with AEI tech being patented within the algorithms of Facebook and used for research within Disney movies; brands such as Audi, BMW and Heineken are also using AEI to their advantage.
Realeyes an emotion-tracking software allows companies to scan our faces as we watch those brand’s advertisements, particularly online, to effectively determine which advertisement generated the most amount of sales.
All well and good for future marketers like us to be able to use emotion-tracking software to create better content.
But how far is too far?
In May 2017, Facebook was granted access for a patent that allows them to scan our typing behaviour so that they can analyse how we feel and then line our news feeds with advertisements that are associated with these emotions.
I personally don’t want Facebook to detect that I am angry with my boyfriend and bombard me with ads about Tim Tams and Sara Lee rocky-road ice cream. Because yes I will get fat and it’s all Facebook’s fault.
I’m upset okay, can’t you tell by the way I’m typing?
But, let’s be real for a second.
I loved the way AEI has been used to capture the emotions of audiences while watching The Revenant, allowing marketers to see which parts the audience enjoyed and strategically market those points.
HOWEVER, I do not love some creepy dude watching me on the other side of my laptop camera to see if I’m enjoying that rocky-road ice cream.
(here’s a spoiler: I definitely am)
My question to you this week is how do you see the future of emotion-tracking software/AEI being applied to our daily lives and whether you would be comfortable with this change?
Let me know in the comments below! And thank you for staying tuned for another week of emotional marketing.