Element Data Buys BehaviorMatrix Assets and Patent

In the US, artificial intelligence and machine learning specialist Element Data has acquired the assets of BehaviorMatrix, which uses technology to understand human emotions and behavioral cues from digital communications. Terms of the deal were not disclosed.

Launched in 2012, BehaviorMatrix's technology pulls in tens of millions of unstructured data points from a diverse range of sources, and then uses advanced linguistic and cognitive behavioural analysis to identify and quantify emotional signals, from 'nuanced feelings' to 'polarizing outbursts'. Three years ago, it received a patent for this system, for classifying, measuring and quantifying human emotions and perceptions in social media communications.

In a statement, Element Data said the acquisition will bring clarity to data and scientific measurement to emotion. BehaviorMatrix CEO Dave Rolston says his firm's technology will be integrated into Element Data's suite of products, while the latter's CTO Charles Davis comments: 'Decision making frequently includes an emotional component. Humans make irrational decisions due to extenuating circumstances. Acquiring BehaviorMatrix's technology and key patent will allow us to better understand the emotional drivers impacting the decision-making process'.

Web site: www.elementdata.com .