Due
to increasing use of smart phones and connected devices, consumer
centric businesses are finding new ways to stay ahead in competition
by using computing technology. The application of focus group and
survey do not provide accurate emotional state of an end-user related
to a specific product. Further, their responses may be biased
depending upon the surrounding conditions. The emotional state of a
consumer can trigger his/her engagement with the brand or product and
affect the decision making to buy the product. Therefore, knowing the
real-time emotional state can help the businesses to sell their
product and thereby increase revenue. Affective computing is a
technology which helps in recognizing human decision making through
analyzing facial expressions, heart rate, voice and other body
parameters.
Affective
computing combine’s cognitive science, psychology and computer
science to predict the emotional state of human beings and provides
appropriate response to get a favorable outcome. This can help
businesses and e-commerce sector to enhance the customer shopping
experience and thus sell products effectively. It can also be used in
online advertising and advertising kiosk to provide favorable
advertisement depending upon the end-user’s emotional state.
Affecting computing includes use of emotion analytics engine, machine
intelligence, big data and sensors such as camera, head up display to
collect and analyze the customer emotion. It also includes software
for speech and facial recognition, gesture recognition and neural
analytics. Apart from these segments, affective computing also
includes device or software that exhibit emotional capabilities,
according to the requirement of human being. Affective computing can
be applied through wearable system, human machine interface,
surveillance system and robotic system. This technology finds its
application mainly in autonomous or e-learning system where
presentation style of an affective computerized tutor can be changed
depending upon the learner’s response. Affective computing is
expected to find its application mainly in artificial intelligence as
it can help in strengthening machine – human relationship. It can
be used as an additional tool in counseling or physiological services
which help in determining patient’s metal state.
The
demand for affective computing is expected to increase in coming
years due to increasein adoption of wearable devices and internet.
Further, there is a strong need for businesses to understand the need
of their customer behavior which is expected to drive the affective
computing market. Many businesses are collaborating with affective
computing providers to boost research and development activities in
this area. However, business has to analyze the impact of deploying
these systems before inducting in the market. This can pose a
challenge for affective computing providers as the application of
affective computing differs from business to business and also
dependson the product or service.The processing speed of affective
computing to record and analyze a human being response in real-time
can contribute to the faster adoption of this technology in coming
years. Hence, the use of advance computing processers, neural
networks and sensors is expected to increase in affective computing.
Some
of the affective computing providers are Affectiva Inc., Elliptic
Laboratories AS, Cognitec Systems GmbH, IBM Corp.,Microsoft
Corp.,Eyesight Technologies, Ltd., Intel Corporation, Apple Inc.,
Saffron Technology, Inc. and Emotient, Inc.
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