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Microsoft patent hints at retail ads based on consumer mood, tone of voice

June 15, 2012

In a move that some may believe is an invasion of privacy, Microsoft is trying to predict consumers' moods, according to geekwire.com. The website recently reported about the company's new patent application for a system that would scan Facebook and other social media posts in hopes of deducing mood, interests and possibly intelligence to help deliver more targeted search results. Now, the company has applied for another patent that proposes targeting ads to users based on their emotional states.

The patent gives a variety of examples of how it would work. For instance, if the consumer seems happy, he might see ads for vacations or electronics. Sad people may get ads for weight-loss programs or self-help products.

The patent also covers audio and video capture devices for detecting facial expressions and tone of voice, as well as the company's Kinect sensor, which can analyze body movements.

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