Disclaimer:AI-GeneratedImageryGENERATIVEAIMEETSEMOTIONAI:THEAIDISRUPTIONINADVERTISING02|AFFECTIVAHumanizingTechnologywithEmotionAIAffectivabuildsEmotionAItechnologytomeasurepre-consciousemotionalresponsestobrandcontentderivedfromhumanparticipants’facialexpressions.LegendTop20CountriesOthersAFFECTIVA|03E-BOOKWorld’sLargestProprietaryDataRepositoryAfter12yearsinbusiness,Affectivahastheworld’slargestdatarepositorywithover8billionframesanalyzedovertime.Thisprovidesthefoundationaldataforbest-in-classalgorithmstrainedonhighlydiversedatainages,gender,ethnicityandculturewhichallowstomitigatebias,andproviderelevantcountrybenchmarksfortheanalysis.ThatiswhyAffectiva’stechnologyisusedby90%oftheworld’sbiggestadvertiserstotestconsumerengagementwithads,videosandTVprogramming.14.7Mfaces90countries8Bfacialframes18yearsofvideodataGENERATIVEAIMEETSEMOTIONAI:THEAIDISRUPTIONINADVERTISING04|AFFECTIVATableofContentsThePowerofEmotionAIAIDisruptioninAdvertisingLessonsLearned&EmotionsDetectedKeyTakeaways6.10.16.24.AFFECTIVA|05E-BOOKDisclaimer:AI-GeneratedImageryGENERATIVEAIMEETSEMOTIONAI:THEAIDISRUPTIONINADVERTISING06|AFFECTIVAThePowerofEmotionAFFECTIVA|07E-BOOKEngagingPeopleEmotionallyisCriticalforAdvertisingSuccessGeneratingattentionEmotionalresponsesarepowerfulcuesinthebraintopayattention,astheobjectoftheemotionislikelytobeofevolutionarysignificance.Adsthatgenerateemotionsarelikelytogetmoreattention.Thekickeristhattheattentionwillnotautomaticallyextendtothemessageorbrand.FramingreactionstootherideasormessageswithinanadAnemotionallypositiveillustrationofabenefitismorelikelytoleadtoapositiveevaluationofthatbenefitthananemotionallysterilemessage.Butagain,onlyifthebenefitandbrandareinvolvedintheemotionalnarrative—cutawaystobrandsormessagesrarelyreapthisreward.ConditioningresponsestobrandsAdswhichassociatethebrandwithpositivefeelingsarelikelytoseethebrandalsobecomeasignifierforpositivefeelings,andthatpositivetagcanbeverypowerfulwhenframinglaterbranddecisions.Allbeingequal,abrandpeoplelikewillbemoresuccessfulinmarket.GENERATIVEAIMEETSEMOTIONAI:THEAIDISRUPTIONINADVERTISING08|AFFECTIVAAdsthatevokestrongeremotions…GeneratemoreimpactDrivemorelong-termbrandequityMorelikelytogoviralLowHighLowHighLowHighAtAffectiva,weliketotalkabouttheimportanceoftheemotionaljourney:thehighs,thelows,andthehopesofapositiveresolutionattheveryend.InananalysisdonebyKantarinvestigatingtheimpactofemotionalengagementonadvertisingandbrandbuilding,theyquantifiedthatadsthatevokestrongeremotionsaremorelikelytogeneratemoreimpact,goviralanddrivemorelong-termbrandequity.Source:KantarLongtermbrandequityreferstoDemandPowerContributionmetrics|NumbersreflectmedianpercentilesAFFECTIVA|09E-BOOKTrainingset:12495cases,Hold-out(shown)1468casesPredictionofadvertisingpersuasionfromfacialcodingsignalsBase:111packagedgoodsads(Affectivapaper,ESOMAR2013)SalesPerformanceClassification%highperformingadsPositiveExpressionsNegativeExpressions48%59%30%39%Emotionalengagementimpactspersuasivepoweroftheadvertising......andcontributestothesalesperformanceAffectivaandMARSconductedalarge-scalefacialcodingstudytomeasureconsumers’emotionalresponsestoadvertising.Resultsshowedthatengagementmeasuredbyfacialexpressivenesscanbelinkedtopositivesalesoutcomes.Disclaimer:AI-GeneratedImageryGENERATIVEAIMEETSEMOTIONAI:THEAIDISRUPTIONINADVERTISING10|AFFECTIVADisclaim...