Artificial Intelligence and Events: What Emotions Does Your Booth Convey?

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Behavioral data and emotion measurement add to the count to change the way event returns are evaluated

February 14, 2024

It is no longer enough to have a more or less approximate number of people who have visited our booth or meetings held during the event. To truly understand the return on investment for a company or public institution’s presence, it is necessary to have precise and objective data about what has happened. Emotions that the booth has triggered in attendees also play a prominent role in this, and we can obtain this data through artificial intelligence, ensuring complete respect for privacy and personal data.

Among the data that can be collected and analyzed are the number of people passing through the monitored area (count, age, and gender); behavioral and mobility data in the area; measurement of emotions using non-verbal language; and precise measurement of interest and gaze direction by eye-tracking. Additionally, the precise number of meetings and professional encounters that take place can also be accurately recorded. The goal is to create a comprehensive snapshot of what is happening at our booth, with many of these data available in real-time.

With this information, one can understand the real impact of the exhibitor’s presence at the fair or event, allowing for the optimization of campaigns and maximizing the resources allocated.

Why are emotions important?

Emotions and how we feel influence our behavior. Human behavior is heavily considered in marketing and advertising, but it is often overlooked in other spaces where it is equally important, such as events. It is necessary for companies and organizations attending an event to seek to evoke emotions in attendees. It’s not just about capturing attention to visit your booth but also about providing elements that grab their attention, interest them, and evoke emotions.

How is it done?

Until recently, obtaining data on real interest and emotions felt at an event was challenging. However, today it is possible through the use of neuromarketing techniques and cutting-edge technology, combined with artificial intelligence. We are not talking about generative AI, which has gained popularity in recent times, but rather about artificial intelligence applied to computer vision. This involves using wireless sensors connected to the artificial intelligence platform where data is collected and analyzed.

The operation primarily consists of extracting features from different layers in which an image is divided. Once the system has classified all the images, we can access the data but not the original images, which are lost when the system classifies them. In other words, images are neither saved nor stored; only the data is retained.

The most crucial aspect of these classification models is their reusability, meaning that the extracted information can be used for others. Therefore, the more usage it has, the more accurate it becomes, as it utilizes its previous knowledge base to improve.

In the case of Golineuro AI, Goli Neuromarketing’s artificial intelligence platform, it has a knowledge base acquired in diverse environments such as cities, trade fairs, large surfaces, and shopping centers, with over eight years of daily use, making its knowledge extensive.

For example, in the 2024 edition of FITUR, 67 booths and pavilions were analyzed, totaling 243,684 people in the monitored booths, 81,234,953 emotions, 2,125,687 different behavioral patterns, 126,354 booth elements reacting to the public, or 3,257,469 reactions to elements of different booths. Each of these companies or institutions can access their own data – some in real-time – through Purple Data, where, after the event, they also find reports with data analysis and recommendations for improvement.

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