Eye See You: How Eyeball Tracking with Multimodal AI can Boosts Marketing

Marketers love one thing: knowing what catches a customer's eye. Eye tracking, mixed with smart AI, opens a big door to this goal.

Eye Tracking: Seeing Where We Look

Eye tracking tech watches where folks look on a screen or around them. This simple thing shows a lot about what interests them. Like..

• How long folks look at parts (words, pictures, buttons)?
• What spots in an ad or website do folks look at first and how long?
• How do folks look through a website or ad layout?

Eye Tracking with Multimodal AI

Eye tracking alone gives good clues, but using it with Multimodal AI is where it really changes the game. Multimodal AI puts together eye tracking with:

• Click paths: Shows how users move through a website, showing their journey.
• Mouse moves: Looks at how users interact with things on a site.
• Face reading: Can tell feelings from facial looks.

With all this info, Multimodal AI gives a deep view of user actions.

Say an ad makes viewers stop at a product picture but they don't click. This may mean they're confused about the product or the "click here" button is not in the right spot. Multimodal AI can use face reading to see if viewers are confused or just curious.

Benefits for Marketers

With this info, marketers can:

Armed with the rich insights gleaned from multimodal AI analysis of eye tracking data alongside other sources, marketers can achieve a new level of effectiveness:

• Hyper-Targeted Ads: Go beyond simply placing elements where eyes go naturally (as analyzed by Tobii Pro). Multimodal AI can integrate this data with user clickstream behavior and emotional responses to create ads that resonate on a deeper level.
• User Journeys: Don't just improve website layouts for ease of use (based on Optimal Sorcery or similar insights). Leverage multimodal AI to understand the emotional flow of a user's journey and tailor website navigation to keep them engaged and moving towards desired actions.
• Emotionally Intelligent Content: Move beyond data-driven content creation (informed by Hyvemind or other tools). Use multimodal AI to understand the emotional triggers that captivate users and craft content that evokes the desired feelings alongside factual information.
• Personalized Experiences: Personalize messages based on where a user looks (a strength of Clarabridge's platform) but take it a step further. Multimodal AI can incorporate additional data points to create a holistic user profile, enabling the delivery of hyper-personalized experiences across all touchpoints.

The Future of Eye Tracking and Multimodal AI

As technology advances, expect even more powerful applications. Imagine AI that personalizes website layouts in real-time based on a user's gaze pattern. Or virtual reality experiences that adapt to where you look, creating a immersive and personalized journey.

With multimodal AI, marketers can move beyond basic user behavior analysis and plan experiences that are both informative and emotionally engaging. Translating to stronger brand connections, increased customer satisfaction, and business growth.

Being Ethical

While eye tracking is useful, being ethical is key. Being open and asking for permission is important. This tech should make user experiences better, not poke into privacy.