Emotion Detection

Also known as: Affective Computing, Emotion AI, Facial Coding, Facial Action Coding System

Technology that identifies emotions in text, voice, facial expressions, or biometrics, applied to research to measure authentic emotional responses.

Emotion Detection (or Affective Computing) is the ability of AI systems to recognize and interpret human emotional states from various data sources: text (advanced sentiment analysis), voice (tone, rhythm, prosody), facial expressions (Action Units), physiological responses (GSR, pupillometry, heart rate), or video.

In market research and advertising, emotion detection allows measuring the real affective response of consumers to stimuli such as ads, packaging, or product concepts, complementing or even surpassing declarative measures (what the consumer says they feel).

Facial analysis technologies—from companies like iMotions, Affectiva, or Apple Vision—are increasingly accessible. However, they raise ethical questions about privacy and consent that require clear protocols.

Atlantia selectively applies emotion detection in communication and packaging studies where the automatic emotional response is a critical KPI.