With facial recognition being adopted by the police and the Xbox 360 sensor, expect more attention paid to start-ups developing the underlying technologies. Affective Interfaces, a business application developer that presented at
the TechCrunch50 conference in 2009, builds technology that senses emotions through a webcam. The San Rafael, CA-based company "researches behavioral truthfulness indicators, emotion, and meta states of cognitive process, for a reﬂective empowered social web." While the small group that makes up Affective Interfaces focuses on their innovative service but does not neglect their own monetization. The team combines clinical trauma expert Jai Haissman and software developer and philosopher Dr. Philip Kuryloski with business and finance advisors. As Tim O'Reilly commented on the TC50 panel, "[Affective Interfaces] is the first one I’ve seen that actually seems like a business." Appropriately-acronymed AI, the tech analyzes facial expressions to help businesses uncover "the nonrational influences affecting decisions from purchase to engagement." Using input from the customer's webcam run through AI's metrics, the data returned is useful for gauging emotions in response to ads, media, and user experience. In an example report on a Mercedes commercial, positive responses, engagement and emotions indicated a successful commercial, except for demographic discrepancies. Time-based metrics pinpointed the two main branding moments, which generally were met with high engagement states. By comparison, the females did not show positive response or even showed negative response at the peak branding moment. The mission statement of this company waxes enigmatic: "Affective Interfaces helps you understand and fulfill the preconscious heart and mind of your customers." Implemented effectively, the service ostensibly aims to give businesses the ability to predict what their customers will want on an informed, analysis-dependent level. The process is likely effective, as GigaOm summarizes the software's capabilities as showcased at the TechCrunch conference - Kevin Rose of Digg was deemed happy in prerecorded video of him smiling and frowning backstage.