Cadena Ser will detect listeners' emotions with AI

The program Innovation Challenge of Google News Initiative has accepted the Audio Data Sentiment (ADS) project of SER Chain, which applies AI and machine learning to detect the emotions generated by audio content.

Audio Data Sentiment, through the use of artificial intelligence y machine learning, classifies the feelings that content generates when listened to (positive, neutral and negative) and how these are narrated according to the emotions that they cause. Classifying this content based on perceived tone and emotions allows developers to reward audios for their quality, as well as discriminating against content if it is perceived as violent or unethical.

The initiative of the SER Chain, promoted from the Commercial area of PRISA Media led by Marisa Manzano, has been developed by the director of Transformation, Digital Business and Customer Solutions, Manuel Castro, together with a team made up of the data specialist Lorena Urbanos; the business development manager, Pablo Muñiz, and the Director of Performance Brice February, from the Commercial department. It is, in turn, a coordinated work with Diana Gonzalez, director in the Technology area of Grupo PRISA.

For the project manager and director of transformation, digital business and client solutions at PRISA Media, Manuel Castro Sanjurjo, it is about improving the user experience, anticipate how feelings affect the audience, y adapt advertising to these audio contents: "It is a pioneering project that will allow advertisers' investment to be optimized. By betting on artificial intelligence and machine learning we can increase segmentation capabilities and thus adapt advertising campaigns in safer and more suitable environments, with more sense, so that campaigns can be more effective."

The Cadena SER project has been selected along with 46 other beneficiaries of 21 nationalities. The first edition of the Google Innovation Challenge in Europe has attracted a total of 605 applications from 38 countries.