Apple Buys Emotion-recognition Start-up Emotient


Apple is getting emotional with its latest acquisition: a start-up that uses artificial intelligence to analyze facial expressions and read emotions.

The tech titan reportedly purchased Emotient Inc., used primarily by advertisers and doctors to gauge viewer reactions and patients’ pain levels, The Wall Street Journal said.

There is no word on what Cupertino plans to do with its new AI technology; neither Emotient nor Apple immediately responded to PCMag’s request for comment. An Apple spokeswoman, however, gave the Journal its standard acquisition statement: Apple “buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”

The emotion-recognition firm appears to have revised its website, pulling contact details and information on its cloud-based services.

“Emotient is the leader in emotion detection and sentiment analysis, part of a neuromarketing wave that is driving a quantum leap in customer understanding,” the bare-bones site said. “Our services quantify emotional response, leading to insights and actions that improves your products and how you market them.”

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SOURCE: PC Mag, Stephanie Mlot