26 November 2020
Author: Marius Bartsch
Further, in an increasingly mobile society, it’s not surprising that our devices are getting to know us, too. According to Gartner, by 2022 our phones may know more about our emotional state than our family members. This could be pretty useful for voice tech and virtual personal assistants, learning when to prompt, interrupt and help while we are on the go. But again, to work efficiently, we must grant AI and machine learning systems permissions to record and analyse our behaviours, moods and communications.
In this vein, Digitas has been working on a proprietary emotion detection tool called Emotion XD. It’s currently limited to helping clients extract insight from voice and text interactions to improve customer experience. The exciting thing, as this technology develops, is seeing where the initial boundaries are for acceptance. We are also exploring the ecosystem of ethical data use – for example, if and where recordings are stored, how long for, what they are used for and how they may benefit end users as well as businesses. The aim is always to improve experiences for customers with their consent and with transparency. So far, we are seeing valuable feedback.
Getting permission and finding out how people feel about emotion tracking is complex and interesting work. Above all else, we need to think about how people are informed. They must have the ability to opt out and we must ensure they understand what the data is being used for and who can access it – the basic tenets of our digital lives, even as evolution continues apace.
Marius Bartsch is head of customer engagement at Digitas, a global marketing and technology agency that transforms businesses for the digital age.
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