Affectiva Explained

Affectiva
Type:Private
Industry:software, artificial intelligence
Fate:Acquired by SmartEye
Foundation:Massachusetts, United States [1] [2]
Founders:Rana el Kaliouby, Ph.D.[3] (CEO & Co-founder)
Rosalind W. Picard, Sc.D. (Co-founder)
Location City:Boston, Massachusetts
Location Country:United States[4] [5]
Locations:Boston, Massachusetts and Cairo, Egypt
Products:Affectiva Automotive AI,[6] Affectiva Media Analytics[7]
Services:Emotion AI[8]
Equity:(venture capital) $53 million[9]
Num Employees:100-150[10]

Affectiva is a software development company that created artificial intelligence. In 2021, the company was acquired by SmartEye. The company claimed its AI understood human emotions, cognitive states, activities and the objects people use, by analyzing facial and vocal expressions.[11] The offshoot of MIT Media Lab,[12] Affectiva created a new technological category of Artificial Emotional Intelligence, namely, Emotion AI.[13]

History

Affectiva was co-founded by Rana el Kaliouby, Ph.D., who became chief executive officer as of May 25, 2016,[14] and Rosalind W. Picard, Sc.D., who worked as chairman and Chief Scientist until 2013. Both of Affectiva's early products grew out of collaborative research at the MIT's Media Lab to help people on the autism spectrum.[15]

Affective was acquired for a mostly-stock deal of $73.5m by Swedish SmartEye, a former competitor.[16]

Technology

The company has expanded its Emotion AI technology to detect more than facial expressions, reactions and emotions. Affectiva's software detects complex and nuanced emotions, cognitive states, such as drowsiness and distraction, certain activities and the objects people use. It does that by analyzing the human face, vocal intonations and body posture.

Affectiva's AI is built with deep learning, computer vision, speech analytics and large amounts of data that has been collected in real-world scenarios.[17] The AI uses an optical sensor like a webcam or smartphone camera to identify a human face in real-time. Then, computer vision algorithms identify key features on the face, which are analyzed by deep learning algorithms to classify facial expressions. These facial expressions are then mapped back to emotions. One journal paper found the results are comparable to results using facial Electromyography.[18] Affectiva also uses computer vision to detect objects like a cellphone[19] and car seat,[20] as well as body key points, which track body joints to determine movement and location.[21] The company's speech technology works by analyzing audio segments for their acoustic-prosodic features, such as, for example, changes in tone, loudness and tempo.[22]

Affectiva has collected massive amounts of data that are used to train and test the company's deep learning algorithms, and provide insight into human emotional reactions and engagement. The company has analyzed more than 10 million face videos from 90 countries, making it one of the largest data repositories of its kind.[23] Affectiva has also collected more than 19,000 hours of automotive in-cabin data from 4,000 unique individuals.[24] This automotive data is used to adapt its algorithms to varying camera angles, lighting and other environmental conditions in a vehicle.

Applications

Affectiva's AI had many applications, but the company's primary focus was on Automotive and Media Analytics.[25] Other uses of Affectiva's AI included applications in healthcare[26] [27] and mental health,[28] robotics,[29] conversational interfaces,[30] education,[31] [32] gaming,[33] [34] and more.

Media Analytics

Affectiva's technology was first deployed in media analytics, for market research purposes. The company had since then tested more than 53,000 ads in 90 countries.[35] Brands, advertising agencies and insights firms used the company's Emotion AI to measure the unfiltered and unbiased emotional responses consumers have when viewing video ads and movie trailers.[36] These insights helped improve brand and media content, and predict key metrics in advertising such as sales lift, purchase intent and virality.[37] [28] Affectiva's technology was also used in qualitative research.[38]

Affectiva had partnered with leading insights firms such as Kantar, LRW, Added Value and Unruly.[39] [40] Through these collaborations, 28 percent of the Fortune Global 500 companies, and 70 percent of the world's largest advertisers, used Affectiva's Emotion AI.[35]

On September 5, 2019, Affectiva announced the appointment of Graham Page, a seasoned Kantar executive, as Global Managing Director of Media Analytics to expand on the company's existing footprint in the media analytics space.[41]

Automotive

On March 21, 2018, Affectiva launched Affectiva Automotive AI, the first multi-modal in-cabin sensing solution to understand what is happening with people in a vehicle.[42] It used cameras in the car to measure in real time, the state of the driver, the state of the occupants and the state of the vehicle interior (i.e. cabin). This insight helped car manufacturers, fleet management companies and rideshare providers improve road safety and build better driver monitoring systems, by understanding dangerous driver behavior such as drowsiness, distraction and anger.[43] It was also used to create more comfortable and enjoyable transportation experiences, by understanding how passengers react to the environment, such as content they can consume in the back of the car.[25]

In addition to understanding driver and occupant emotional and cognitive states, Affectiva Automotive AI could also detect contextual cabin information such as the number of passengers, where they are sitting and if an object is present.

Affectiva worked with a number of leading car manufacturers and transportation technology companies, including Aptiv,[44] Cerence,[45] Hyundai Kia,[46] Faurecia,[47] Porsche,[48] BMW,[49] GreenRoad Technologies,[50] and Veoneer.[51]  

Acquisition

In June 2021 Smart Eye acquired Affectiva.[52]

See also

External links

Notes and References

  1. News: Affectiva's Emotion Recognition Tech: When Machines Know What You're Feeling . . December 24, 2012 . February 3, 2013 . Bosker, Bianca.
  2. News: Building better Super Bowl ads by watching you watch them . . February 2, 2013 . February 3, 2013 . Kerstetter, Jim.
  3. Web site: Meet Our Team . Affectiva . February 3, 2013 . dead . https://web.archive.org/web/20130203060059/http://www.affectiva.com/company/team/ . February 3, 2013 .
  4. Web site: Contact us . Affectiva . February 3, 2013 . https://web.archive.org/web/20130117061632/http://www.affectiva.com/company/contact-us/ . January 17, 2013 . dead .
  5. News: Creating the Perfect Super Bowl Ad . . January 29, 2013 . February 3, 2013 . Girard, Kim.
  6. Web site: Automotive AI. Affectiva . August 14, 2020.
  7. Web site: Media Analytics . Affectiva . August 14, 2020 . dead . August 3, 2020 . https://web.archive.org/web/20200803084832/https://www.affectiva.com/product/affdex-for-market-research/ .
  8. Web site: Emotion AI . Forbes . August 14, 2020.
  9. https://www.businesswire.com/news/home/20190411005135/en/Affectiva-Raises-26-Million-Fast-Track-Human-Perception Affectiva Raises $26 Million to Fast-Track Human Perception AI in Automotive and Conversational Interfaces
  10. https://www.glassdoor.com/Overview/Working-at-Affectiva-EI_IE444635.11,20.htm Company profile
  11. Web site: New Affectiva cloud API helps machines understand emotions in human speech. 2020-11-20. TechCrunch. en-US.
  12. Khatchadourian. Raffi. We Know How You Feel. 2020-11-20. The New Yorker. en-us.
  13. Web site: Press. Gil. Emerging Artificial Intelligence (AI) Leaders: Rana el Kaliouby, Affectiva. 2020-11-20. Forbes. en.
  14. Affectiva . Emotion AI Leader Affectiva Announces $14 Million in Growth Capital . 2020-12-17 . www.prnewswire.com . en.
  15. Web site: Press . Gil . Emerging Artificial Intelligence (AI) Leaders: Rana el Kaliouby, Affectiva . 2020-12-17 . Forbes . en.
  16. Web site: Korosec . Kirsten . 2021-05-25 . Emotion-detection software startup Affectiva acquired for $73.5M . 2023-08-22 . TechCrunch . en-US.
  17. Web site: How emotion-tracking A.I. will change computing as we know it. 2020-12-04. www.digitaltrends.com. 18 April 2019.
  18. Kulke . Louisa . Feyerabend . Dennis . Schacht . Annekathrin . 2020 . A Comparison of the Affectiva iMotions Facial Expression Analysis Software With EMG for Identifying Facial Expressions of Emotion . Frontiers in Psychology . 11 . 329 . 10.3389/fpsyg.2020.00329 . 32184749 . 7058682 . 1664-1078. free .
  19. Web site: Rana el Kaliouby on LinkedIn: #automotive #technology #ai. 2020-12-04. www.linkedin.com. en.
  20. Web site: Rana el Kaliouby on LinkedIn: #automotive #technology #ai. 2020-12-04. www.linkedin.com. en.
  21. Web site: Affectiva Automotive AI: In-Cabin Sensing that transforms road safety and the mobility experience. Youtube.
  22. Web site: 2017-09-13. Affectiva to Launch a Cloud-Based API to Distinguish Emotion in Speech. 2020-12-04. www.businesswire.com. en.
  23. Web site: 2020-10-27. Research Shows Advertising is Having a More Emotional Impact on Consumers, But Not All Advertisers Are Using Emotions Effectively. 2020-12-04. www.businesswire.com. en.
  24. Web site: Affectiva. Affectiva Automotive AI. 2020-12-04. go.affectiva.com. en.
  25. Web site: Team. Insights. Forbes Insights: Designing AI That Knows How You Feel. 2020-12-11. Forbes. en.
  26. Web site: McManus. Ashley. SDK on the Spot: FacePrint Emotion Recognition Program Detects Early Parkinson's Disease Symptoms. 2020-12-11. blog.affectiva.com. en-us.
  27. Web site: AI Reads Human Emotions. Should it?. 2020-12-11. MIT Technology Review. en.
  28. Web site: 2019-04-18. How emotion-tracking A.I. will change computing as we know it. 2020-12-11. Digital Trends. en.
  29. Web site: 2018-08-28. Softbank Robotics enhances Pepper the robot's emotional intelligence. 2020-12-11. VentureBeat. en-US.
  30. Web site: McManus. Ashley. Emotion AI for Chat Bots: The Next Wave of Artificial Intelligence. 2020-12-11. blog.affectiva.com. en-us.
  31. Web site: Emotion-Gauging Startup's Learning Apps See if You're Bored. 2020-12-11. www.digitaltrends.com. 13 December 2016.
  32. Web site: Kaliouby. Rana el. 2020-06-15. Emotionally aware technology could help us beat Zoom fatigue. 2020-12-11. Fast Company. en-US.
  33. Web site: Murnane. Kevin. Gaming: 'Nevermind' Reads Your Mind And Adapts To Your Emotions. 2020-12-11. Forbes. en.
  34. Web site: 2016-10-17. Affectiva Releases Emotion Artificial Intelligence Plug-In for Unity. 2020-12-11. www.businesswire.com. en.
  35. Web site: 2020-10-27. Research Shows Advertising is Having a More Emotional Impact on Consumers, But Not All Advertisers Are Using Emotions Effectively. 2020-12-11. www.businesswire.com. en.
  36. Web site: Affectiva. Movie Trailers and Emotion: The Full Story. 2020-12-11. blog.affectiva.com. en-us.
  37. Web site: Affectiva. Affectiva Media Analytics. 2020-12-11. go.affectiva.com. en.
  38. Web site: Affectiva. The Emotion Behind Your Conversation: Transforming the Online Qual Experience. 2020-12-11. blog.affectiva.com. en-us.
  39. Web site: Affectiva. Download: Kantar Webinar on Emotions in Advertising. 2020-12-11. go.affectiva.com. en.
  40. Web site: McManus. Ashley. Balancing Long-Term Brand Effects and Short-Term Activation with Unruly. 2020-12-11. blog.affectiva.com. en-us.
  41. Web site: 2019-09-05. Affectiva Appoints Graham Page as New Global Managing Director of Media Analytics. 2020-12-11. www.businesswire.com. en.
  42. Web site: 2018-03-21. Affectiva Launches Multi-Modal Automotive In-Cabin AI to Improve Road Safety and Accelerate Autonomy. 2020-12-11. www.businesswire.com. en.
  43. News: Quain. John R.. 2019-03-28. Eyes on the Road! (Your Car Is Watching) (Published 2019). en-US. The New York Times. 2020-12-11. 0362-4331.
  44. PLC. Aptiv. Aptiv Partners with Affectiva to Enable the Next Generation Vehicle Experience. 2020-12-11. www.prnewswire.com. en.
  45. Web site: Affectiva and Nuance to Bring Emotional Intelligence to AI-Powered Automotive Assistants. 2020-12-11. Nuance Communications. en-GB.
  46. America. Kia Motors. Kia looks to post-autonomous driving era at CES 2019. 2020-12-11. www.prnewswire.com. en.
  47. Web site: 2019-06-07. Faurecia/Accenture team on Connected Car Lab. 2020-12-11. www.just-auto.com.
  48. Web site: McManus. Ashley. Affectiva Joins Startup Autobahn for Emotion AI Vehicles. 2020-12-11. blog.affectiva.com. en-us.
  49. Web site: McManus. Ashley. BMW: How In-Cabin Sensing Helps Build the Ultimate In-Vehicle Experience. 2020-12-11. blog.affectiva.com. en-us.
  50. Web site: 2018-09-06. GreenRoad Technologies and Affectiva Partner to Bring Real-Time Driver Impairment Monitoring to the Fleet Management Market. 2020-12-11. www.businesswire.com. en.
  51. Web site: CES 2019. 2020-12-11. Veoneer. en.
  52. Web site: 2021-06-23. Smart Eye Completes Acquisition of Affectiva. 2021-06-29. www.businesswire.com. en.

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