MODERN BUSINESS
Why we need to bridge the gap
between art and commerce
By Matt Jackson
E
arlier this year Apple bought
Emotient, an Artificial
Intelligence start-up which
sells software that has the ability
to read your emotions by capturing
images of changes to your facial
expressions. Given how much
commerce is conducted through
mobile devices that have the ability
to record our expressions you can
see the appeal to Apple.
50 ModernBusiness
June 2016
Through the work of start ups
like Emotient and its predecessor,
Affectiva, computers now have
the ability to measure changes
in the way we feel faster than
the human eye can see. Brands
like Apple, X-box, Unilever and
Facebook are using it to enrich their
customers’ experience. The ability
to accurately measure how people in
an organisation are being affected
by their work environment is also
desirable to large corporates who
spend huge budgets on improving
their culture without a reliable
feedback system to tell them if it
was effective.
As business’s appetite for learning
to master the way people affect and
are affected by others who better
to learn from than those who have