https://www.theguardian.com/technology/2019/aug/17/emotion-ai-artificial-intelligence-mood-realeyes-amazon-facebook-emotient

Advertisers, tech giants and border forces are using face tracking software to monitor our moods – whether we like it or not

It is early July, almost 30C outside, but Mihkel Jäätma is thinking about Christmas. In a co-working space in Soho, the 39-year-old founder and CEO of Realeyes, an “emotion AI” startup which uses eye-tracking and facial expression to analyse mood, scrolls through a list of 20 festive ads from 2018. He settles on The Boy and the Piano, the offering from John Lewis that tells the life story of Elton John backwards, from megastardom to the gift of a piano from his parents as a child, accompanied by his timeless heartstring-puller Your Song. The ad was well received, but Jäätma is clearly unconvinced.