Software That Knows What Your Face Is Really Saying

This was produced by the Marketing Department of WIRED and Ars in collaboration with CA Technologies.

EMOTION ANALYTICS PROMISES NEW INSIGHT INTO TRUE FEELINGS LURKING BEHIND FACIAL EXPRESSIONS.

There’s no hiding your poker face from marketers anymore.

The emergence of emotion analytics software promises to give businesses new insight into what people are feeling—even if they don’t say a word. The software uses analytics, data mining and machine learning to capture live video of people’s faces and map their countenances to a range of facial expressions. It turns out that tracking the subtlest movement—the subconscious flicker of a raised eyebrow or the wrinkling of the nose—can reveal a wide range of specific, underlying emotions.