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May 18, 2022 Legal Rebels

EmotionTrac analyzes facial expressions in real time to help lawyers pick juries, market themselves

By Victor Li

Facial recognition software is becoming a greater part of our everyday lives. The police use it to investigate crime. Smartphones and computers use it to secure data. Businesses use it to provide more customized, targeted solutions and experiences for its customers. Even bar examiners used it to conduct remote testing during the COVID-19 pandemic.

But the technology is controversial and not without its critics. Questions about its accuracy—especially relating to recognizing minority faces—remain. Several cities have even banned certain applications of facial recognition.

EmotionTrac claims to offer a different approach. Launched in 2020 by Aaron Itzkowitz, its CEO, EmotionTrac uses the front-facing camera on smartphones and tablets to analyze a user’s facial expressions in real time to videos or images s approach focuses to determine whether a user has positive, negative or neutral feelings. A law firm can then use those insights to design more effective advertising campaigns or figure out what arguments will land with potential jurors.

In this new episode of the Legal Rebels Podcast, Itzkowitz talks to the ABA Journal’s Victor Li about how EmotionTrac works and how lawyers can use it for their benefit.

In This Podcast

Aaron Itzkowitz

Aaron Itzkowitz is the CEO at EmotionTrac, an AI-mobile-based research platform that analyzes facial expressions in real time, second by second, capturing true emotions by using a front-facing camera while viewers watch videos. Before founding EmotionTrac, Itzkowitz led In 2014, he sold a division of the company at a substantial gain for the investors. He has extensive experience in technology management and driving growth across multiple startups and Fortune 100 companies.