The expression ‘it was written all over your face' is about to take on a whole new meaning with a new facial coding technology.
Using the camera in your personal device, the new facial recognition software interprets your emotions by mapping the minute movements of your eyes when you smile, your mouth when you gasp or the furrow of your brow when you are confused.
“They use the technology to make sure that people have understood their content,” Matt Newcomb from Proctor and Gamble said.
- Australian IVF breakthrough
- Smartphone technology putting PIN security at risk
- Doctors warn of melanoma detecting device
Putting it to the test, 7News hit the streets with a video sequence of survival expert Bear Grylls, which ends with him eating a witchity grub
Thee facial coding program went to work after the responding facial expressions surfaced.
The software can be used for a multitude of marketing purposes.
Television episodes can be emailed to viewers, who's facial reactions determine whether a show is a hit or a flop.
“So the bbc, for example, are using this kind of technology to try and identify the next Breaking Bad,” Matt said.
One concern with facial coding is privacy.
What are advertising agencies doing with these intricate maps of your face? Is this information being shared? And with whom? And, for what purpose?
Advertising agency website Mumbrella is trialling the technology in Australia, gauging people's reaction to the David Jones Christmas campaign.
But, they add, the facial coding program only runs if you opt in. It won't operate secretly.
“We've had people a little bit wary on it, but I think we've had a fairly decent uptake in terms of people who've actually trialled it,” Alex Hayes from Mumbrella said.