Azure AI to analyse facial expressions of Try-It-On users

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The latest update to NexTech AR’s Try-It-On online shopping platform will use Azure AI to analyse a shopper’s facial expressions to assess whether they like the product they’re interacting with.

Using Microsoft Azure Artificial Intelligence (AI), shoppers’ facial expressions will be analysed every few seconds through Try-It-On and recommendations will be made based on a positive or negative reaction.

Toronto-based NexTech said the addition of Azure AI to the augmented reality (AR) technology, which lets online shoppers virtually ‘try on’ products such as apparel and jewellery, is currently employing a prototype of prompts set to react to smiling, with the positive reaction resulting in an on-screen message to add the item to their cart.

Evan Gappelberg, chief executive officer of NexTech, said the integration of Azure AI “closes the loop on personalising the online shopping experience by using a consumer’s actual physical reaction to a product to gather data around preference and style.”

“With the ability to gauge shoppers’ reaction to an item in real time, we can now mirror the in-store experience online by urging shoppers to make a purchase when we know they’re happy with a product or can recommend a different product when we know they’re dissatisfied.”

He continued: “With the ability to gauge shoppers’ reaction to an item in real time, we can now mirror the in-store experience online by urging shoppers to make a purchase when we know they’re happy with a product or can recommend a different product when we know they’re dissatisfied.”

Online shopping sites can customise both the sentiment thresholds in the feature and the on-screen prompts to more accurately target customers and influence shopping behaviour.

Gappelberg said: “Our goal with the sentiment analysis technology is to make online shopping intelligent, and to empower retailers to better serve their consumers through smart data and innovative technologies.”

“Retailers using this technology will be able to convert customers at a higher rate by having insights into what they like and what they don’t, and refining what’s marketed to them, creating the customised experience consumers desire to empower their purchasing decisions.”

Image credit: NexTech AR