Industry
BBC Tomorrow's World: The photo analysis tool
To meet the needs of the project, we crowdsourced data on people's perception of social images. We partnered closely with the client to train an AI that is insightful and accurate.
To hype the launch of BBC’s exciting new digital hub for Tomorrow’s World, Socialise wanted to target teens and Millenials with future facing technology in a place they felt at home: social media. Knowing this audience understands social trends and cares a lot about the content they share, we created something just for them: a photo analysis tool.
We decided to develop the tool as a Messenger Chatbot. Such approach has not only increased the reach, but also has been a great way of delivering an asynchronous experience - one where the AI needs a little bit of time to analyse the content and deliver results.
Exactly the same experience as when a message from a friend comes.
The results
Rather than just telling the user how many likes their photo will receive, the bot would serve the users with a beautifully animated video that provides a detailed analysis explaining the key components of the photo and how they affect the score.
The AI analysis
There has not been any Machine Learning algorithm that would estimate the number of likes an image will get. So we developed our own.
AI Training Crowdsourcing
Being able to understand what is visible in the images, we used Amazon Mechanical Turk to crowdsource people's perception of image likeability. We asked them to submit both good and bad pictures, along with a number of likes they think these images would get.
AI Accuracy
Even though the problem appears to be very subjective, we managed to build an AI that is interestingly accurate. We tested it on images that we already knew the number of likes they achieved in order to compare actual data against the AIs prediction. The correlation between the actual data and the AI exceeded our expectations:
We’ve created an algorithm that understands what makes a photo popular. You can’t understate the significance of this - Mark Vatsel, Creative Director, UNIT9
The photo analysis tool brings millenials that key insight on how make trending content with their own social posts and unpacks a little of the mystery behind how AI works.
