Apple ups AI capabilities with Emotient acquisition | M&M Global

Apple ups AI capabilities with Emotient acquisition

Apple has bought artificial intelligence start up Emotient, which specialises in analysing facial expressions to read emotions.

Apple store

The technology, which is mainly used by advertisers to assess reactions to adverts, is a hot topic in Silicon Valley with competitors Facebook and Google also investing.

However, what Apple hopes to gain from the purchase is unclear, with a spokeswoman declining to elaborate, stating only to the Wall Street Journal that Apple “buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans”.

She also refused to expand on the deal terms, as did Emotient representatives.

The San Diego firm, which previously raised $8m from investors, has removed details about services that it was selling from the site.

Critics, including the psychologist who pioneered a study reading faces on which Emotient is based, Paul Ekman, are concerned that the tech could reveal people’s emotions without their consent or their expressions could be misinterpreted.

This news follows Mark Zuckerberg’s announcement that he hopes to build an AI butler who can recognise friends at the door to let them in.

Anna Dobbie

Reporter

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