How Reticle AI is Revolutionizing Emotional Analysis in Advertising

Since its debut, artificial intelligence has demonstrated its potential across a wide range of applications. One emerging innovation is from Reticle AI, a data company utilizing AI to analyze emotions in advertisements. This raises an intriguing question: how can a machine detect and interpret human emotions? Tricia Allen, Vice President of Reticle AI, shared her insights and vision for the future in a recent interview with Forbes. 

Allen explains how Reticle AI’s platform is designed to analyze and interpret emotions within advertisements, helping marketers gauge public reactions more effectively. By identifying feelings such as nostalgia and happiness, the platform enables brands to better understand how their messages resonate with audiences. According to Allen, happiness and stress are the most commonly detected emotions in marketing campaigns—happiness often linked to a product and stress tied to problem-solving.

Yet, how accurate can such a system be, given the complexity of human emotions? Allen acknowledges this challenge and highlights Reticle AI's solution: employing "human labelers." These team members review the AI’s findings to ensure data accuracy, combining human intuition with machine efficiency.

In the interview, Allen emphasizes her extensive marketing experience and underscores the importance of understanding consumer sentiment before launching a campaign. Aligning emotional insights with a brand’s messaging creates a cohesive and impactful strategy. 

Ultimately, Reticle AI’s work showcases how artificial intelligence can drive innovation and address modern marketing challenges, opening doors to more precise and emotionally resonant advertising.

Written by: Julia Scotti