1 humaine Final Plenary Meeting Paris, June 4th, 2007 Towards Promotion Campaigns Based on Humaine Technology Oliviero Stock IRST, Trento

2 humaine Final Plenary Meeting Paris, June 4th, 2007 HUMAINE (Human-Machine Interaction Network on Emotion) * revisited by HAHAcronym Human Machine Interaction Nightwork on Expiation Human Machine Interaction Nightwork on CENSORED Human Machine Inaction Network on Expiation Human Machine Inaction Network on Eternal_damnation Humanitarian Machine Interaction Network on Exhilaration Human Machine Inaction Network Extreme_unction

3 humaine Final Plenary Meeting Paris, June 4th, 2007 WP 8: The area explore critical issues for building persuasive and emotion-inducing computational systems. we added an element concerned with emotion and NLP test limited realizations that can be demonstrated as proofs of concepts for a novel class of systems

4 humaine Final Plenary Meeting Paris, June 4th, 2007 WP 8: the main teams ITC-irst, Paris 8, UA, DI-BARI, HU, Cantoche, HWU, QUB, ISTC-CNR, UTWENTE

5 humaine Final Plenary Meeting Paris, June 4th, 2007 A tridimensional view of WP8

6 humaine Final Plenary Meeting Paris, June 4th, 2007 Element 1 and Element 2 Element 1: Basic Persuasive Communication Persuasion Models / Persuasive systems Integrated model of emotion and politeness A mobile persuasive storytelling guide Gaze and eyes for persuasion for ECAs Evaluation Ethics and social Influence Element 2: Creative Communication Creative verbal humour environment False emotions in true lies Music for persuasion

7 humaine Final Plenary Meeting Paris, June 4th, 2007 What is a Promotion Campaign A promotion campaign is the coordinated series of promotional efforts built around a single theme and designed to achieve a specific objective. Focus on fostering concepts of social value (no-profit campaigns).

8 humaine Final Plenary Meeting Paris, June 4th, 2007 The market of electronic advertising Internet advertising: 8000 Meuro in Google: 3400 Meuro (from 0 in 2000) Very fast growth Mobility, dynamic context (target, source), personalisation

9 humaine Final Plenary Meeting Paris, June 4th, 2007 Toward a campaign based on HUMAINE technologies Exploit intelligent information technologies that include emotion processing. Important factors in future electronic promotion and advertisement: reduction in time to market and extension of possible occasions for advertisement more attention to the wearing out of the message planning variants and connected messages across time and space contextual personalisation, on the basis of audience profile and situation larger role for multimodal messages possible interactivity A strong role for computer-based, intelligent, technology for producing novel, appropriate and effective promotional communication.

10 humaine Final Plenary Meeting Paris, June 4th, 2007

11 humaine Final Plenary Meeting Paris, June 4th, 2007 Core achievement: Steps of a Promotion Campaign addressed by each partner in the Exemplar GoalsTarget groupCommunic. strategy Media strategy Itc-Irst (Promoter) - immediate action - first occasion action - Waste problem - Subgroups expensiveness - What to say - How to say - Internet - Mobile devices Itc-Irst (humor) - immediate action - first occasion action - What to say - Press - Banners - Radio - Internet Univ. of Bari: (Portia) - Respond to the need for more information - Modify attitude or behaviour -Reinforce attitude or behaviour - Campaigns promoted by health care services in favour of individuals or groups of people with eating disorders - What to say - How to say it - How to respond to objections - Internet -Pervasive computing QUB (MUSIC) - How to say (++)- Internet - Mobile devices QUB (dialogue model) - What to say - How to say - Internet Paris 8 (Gaze) Detect/maintain interest- How to say (++)- Internet - Mobile devices UA (politeness) - What to say (++) - How to say (++) HWU (storytelling guide) - need for more info - Modify behaviour attitude -Reinforce behaviour attitude - Inform and make aware - Public - Foreigners - What to say- Internet - Mobile devices - Television Cantoche (Sam) - What to say - How to say Internet

12 humaine Final Plenary Meeting Paris, June 4th, 2007 Key targets 2007 in relation to Promotion Campaign ITC-irst: Prototype on use of creative language production for promotion messages: a) valence shifting, b) irony introduction in existing short texts, ITC-irst: Use of Promoter in Promotion campaign scenario Paris8: Work on ECA's behavior as a speaker (use of persuasive gesture) and as a listener (compute listener's level of interest based on gaze) HWU: Development and evaluation of the prototype mobile persuasive guide UH: Design of an evaluation study and running of study of a promotion system designed by IRST Bari: Portia will be applied to campaigns promoted by health care services in support of individuals or groups of people with eating disorders Cantoche: evaluating a system using an ECA to persuade people to vote on line. Test with different scenarios.

13 humaine Final Plenary Meeting Paris, June 4th, 2007 An algorithm for simple variations Insertion of input concepts (->LSA vector) E,g. “beach” “vacation” Generation of target-list (words semantically and emotionally connected) “sea” “hotel” “bay” “excursion” Assonant words (with filtering and weight: same PoS; possibly: semantics in opposition, emotion…) (bay day) (bay hay) (hotel farewell) Creative variation of familiar expressions “tomorrow is another day” -> “tomorrow is another bay”

14 humaine Final Plenary Meeting Paris, June 4th, 2007 Examples with an emotion

15 humaine Final Plenary Meeting Paris, June 4th, 2007 Key Targets 2007: Ethics Ethical issues in persuasion by an artificial agent. Finalisation of guidelines for developers Legal issues