By Astrid Ruiz
Marketing4eCommerce Editor
Wunderman Thompson , the advertising and marketing agency belonging to the WPP group , has launched Reveal, a complete solution for testing creative work generated with AI that, according to its statement , will help brands and clients to “ evaluate their advertising and brand assets with their target audience ”.
The tool is the latest example of how the agency is embracing and incorporating AI into its global network, developed and patented by Wunderman Thompson’s team of technology and data specialists using the latest artificial intelligence techniques.
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Ability to observe and identify emotions
Reveal is able to measure consumers' attention and emotional responses to brand content in real-world environments, through an AI-powered emotion model, which detects revealing micro-expressions of seven emotions: anger, disgust, fear, happiness, neutrality, sadness and surprise .
The system detects reactions by closely observing denmark number data participants’ involuntary and authentic microexpressions and changes in muscle movements on their faces , and maps the person’s emotional changes using machine learning algorithms. Thanks to this cutting-edge technology, users’ emotional reactions to brand content can be accurately assessed in real time.
According to information shared by Wunderman Thompson, Reveal provides insights into consumers’ reaction to content , second by second and frame by frame, “ highlighting emotional peaks and valleys so brands can know precisely when the viewer is paying attention, immersing themselves in the story and forming emotional connections . ” The tool can also detect which elements of the content the viewer is looking at and how much attention they are paying to it.
With this tool, brands can test different video edits, headlines, images, texts and other digital elements to find out what works best with their target audience and optimize their communications and creative strategies .