Imagine an MUPI even more dynamic than the current ones, which stopped being static to be animated and even interactive, for something segmented, able to distinguish whether the person reading male or female, adult or child advertising, if alone, as a couple or as a family. And after deciding what type of information to pass, thus being able to capture the respective attention of the public. If it makes sense for a man to appear in publicity for a razor, perhaps for a woman that new line of cosmetics
This is the proposal of the startup, its Advertima, whose solution of computer vision and behavioral analytics has allowed it to raise 15 million euros in an investment round by Srie A. The objective is to build a machine learning platform to replace the current systems found in retail stores. An upgrade to shopping experience, based on real-time behavior analytics.
The Advertima platform is powered by visual sensors, and is capable of providing real-time information of what is happening in stores. Artificial intelligence feeds visitors' behavior and demographics analytics systems as they roam the space. The technology thus gives tenants more tools to better understand and serve their customers. The company guarantees that its technology also has features such as intelligent stock management and autonomous checkout.
However, experts say that this type of technology that segments information must be used with care, so that its effect is not exactly the opposite of what is intended. The problems associated with artificial intelligence, with regard to easy recognition apply here, so that suggestions do not scare people, including mistakes in gender or identification of ages. In addition, overly assertive information can raise privacy issues and make customers feel uncomfortable and intimidated.
The company guarantees that it does not use facial recognition in its solution or any specific biometric data. And even the visual contact required for the analytical system to function in the store of images and videos. The system processes minimum data anonymously, and in an aggregate manner. This means that any unintentional identification of a technically impossible person, says one of the project leaders, cited by Tech Crunch.
In addition to the 15 million raised, the company will invest 10 million out of its pocket for the operations planned for the next two years, which include building the platform and expanding its operations internationally. In his blog, the startup's CEO says that its technology can be adapted to digital digital screens, allowing supermarkets and other retail stores to increase efficiency, improving their revenues and obtaining more return per square meter.
And all of this is focused on a strategy of an increasingly individualized, easy and fun shopping experience. The COVID-19 pandemic forced water from the ingenuity of companies and adapted to a new reality, thus reducing the exposure of employees and customers to the coronavirus.