The partnership focuses on understanding human emotions and reactions to content, including facial coding and emotion recognition, and presenting insights to Kantar’s clients.

The two companies had previously worked together on projects such as the inclusion of Affectiva Emotion AI in the LINK+ product for digital and storyboard testing products.

Affectiva and Kantar said they remained committed to fostering future innovation, developing new methodologies and expanding the use of AI in market research and advertising.

Graham Page, global managing director of media analytics at Affectiva, said: “We are thrilled to renew this important partnership with Kantar and continue to push the boundaries of what’s possible in emotion AI.

“Our joint efforts have driven innovation and have allowed us to scale the use of emotion AI across Kantar’s global client base, delivering insights that make a real difference in how advertisers connect with their audiences.”