Microsoft could use Kinect to deliver emotion-based advertising2012-06-13 10:10 by Daniela
Tags: Xbox, Kinect
Microsoft recently filed a patent application for technology that would give its Xbox 360 Kinect sensor the ability to read users’ facial expressions and body language, thus enabling Microsoft to send them ads based on their emotional states.
Through the Kinect's camera, users would be studied for reactions, speech patterns and body movements, all stored in an online log and run through an algorithm to determine an emotional state that is positive, happy, confused, neutral, negative, angry or sad, according to the patent. Ad targeting will also take into consideration the user's Post code, keywords, age, location or language.
The Kinect camera has largely been used as a motion-capture technique that translates gestures to on-screen, in-game actions. Now, Microsoft is turning its Big Brother eye on users to collect data, in an issue that could raise questions of invasiveness, or simply bring users a more personal online experience.
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