Rana June

Re-Think Customer

Rana June

Creative technologist, founder & CEO of Lightwave

Emotion Technology

You are energy. And yes, that might sound like a cheap advertising headline, but it’s also a fact. When you smile? Energy. When you are afraid? Energy. Your emotions are energy and therefore measurable. What that means for brands, media and your live reactions at the Fuel show? Enter Rana June! She measured the energy of large-scale events including Wimbledon and NCAA Men’s Basketball Championships. Brought emotion tech to brands like Pepsi, Jaguar, Chanel, Procter and Gamble, Unilever and many more. And all that with her own company, Lightwave.
“Human data, the reactions from our body, help brands tell their story”
Rana at Fuel18: You don’t know if you don’t measure. For Rana June, seeing an electrocardiogram at an early age was an eye opener. “It was an artifact of humanity on a screen.” Today she focuses on how companies can make their products and services ‘emotion enabled’. She does this to improve the bidirectional relations between people and machines. Machines learn about the emotions of people, with the help of multitude of sensors, and create a richer interactive experience. Is this hard to believe? June has plenty of examples, as an interactive concert with the dance intensity as a measure. Or how enthusiastic fans can spur an underdog team to great play. Never underestimate the power of emotion. But beware. Developers must take into account how people relate to near-humanlike machines. It appears to bring the worst out of people, with rudeness galore. Also beware if those systems ‘learn’ from large amounts of toxic data, as stupid or offensive remarks of threats or bullying…. So, do it responsible. The benefits are plenty, with directed emotion uniting people. With emotion becoming a new ‘color’ with which you paint. With emotion a means of predicting the future, how people will react in specific situations (and how to make it more agreeable for them). Understand that emotions are a universal language… and while creating these new technologies: remember what makes us human!