Can machines be trained to understand humans on a deep level? That’s what software developers Sami Kaipa WG12 and Parry Bedi WG12 explored when they co-founded San Francisco-based GlimpzIt in 2014.

The platform gathers qualitative, unstructured data (think: pictures, video, text) and taps into consumer emotions. These human insights, or “glimpzes,” are then provided to companies from Hallmark to Johnson & Johnson, so they can utilize machine learning to fine-tune messaging or other marketing campaigns. Example: NBC used GlimpzIt’s creative artificial intelligence to analyze The Voice viewers and increase fan loyalty (and direct-sponsorship revenue).

As for GlimpzIt’s own forecast, it’s looking pretty bright; its technology was acquired by Forrester research and advisory firm—one of the world’s largest—over the summer.

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