Entropik uses AI to gauge brand preference

Artificial intelligence (AI), which can help predict users’ emotions, may re-define how consumer preference is learnt.
 
Bengaluru-based Entropik Technologies aims to help businesses make better decisions through effective customer behaviour analysis. It has built a platform called Chromo that can predict users’ emotions based on their touch or swiping gestures on a smartphone or a digital wearable device to track feelings about particular content or products. The start-up filed for a patent for “Chromo.io” last August.
 
“Survey methods lead to opinion rather than actionable feedback about the product experience. The user, when put under test conditions, tends to