Amazon wants to be more in-tune with your emotions

Amazon is reportedly working on new technology which will be able to detect users’ emotional state by analysing their vocal patterns.

According to Bloomberg, the tech giant is working in collaboration with Lab126 to create a wearable device, which would be paired with a smartphone, to perceive emotions of the user. With eyes on 2017 patent that uses vocal pattern analysis to determine someone’s emotional state, the insight could be used through various health and wellbeing products, or even in the online advertising world.

This is perhaps one of the trickiest aspects of hyper-targeted advertising or personalisation. Context is king when it comes to serving people relevant adverts or products, though this not only depends on browsing history or financial circumstance, but also the emotional state of that individual at that time.

For example, an individual might have searching for new trainers or workout gear over the last few weeks, but if they are feeling frustrated, presenting an expensive gym membership at that point is unlikely to be the most profitable exercise.

Right now, this technology is nothing more than an idea, while the reports have not been confirmed by Amazon. It might prove to be too much of a complex equation to solve, but it will certainly be of interest to the thousands of brands around the world who are constantly searching for new ways to engage consumers, forcing an extra couple of quid out of the constrained wallets.

This also might prove to be one step too far for the consumer. To get this concept off the ground, buy-in would have to gained from the mass market. Consumers are already being asked to reveal a lot of data in exchange for ‘free’ services, but emotional wellbeing might be the breaking point. This is incredibly personal information therefore the value exchange would have to be very tempting.

The concept itself sounds very futuristic, which to some is daunting. The pace which the technology world is moving forward is staggering at times, though we are not entirely convinced there would be buy-in from consumers. It sounds like an interesting idea, but it might be too much too soon.