Othman Chiheb, HABS
“The posh business nonetheless has the identical questions in regards to the buyer expertise. Learn how to perceive the feelings generated by the merchandise? Learn how to optimise their emotional impression?” explains Othman Chiheb, Advertising Director of Human Augmented Mind Programs (HABS).
The startup presents revolutionary options based mostly on the decoding of mind waves. Fragrance manufacturers and firms are displaying specific curiosity. In 2024, for Le Coq Sportif’s fragrance assortment highlighting the colors of the French flag, the group Prolong Magnificence selected this new expertise to design Bleu Optimisme, Rouge Énergie and Blanc Calm down with Robertet.
‘Gaining time, comfort and accuracy’
The HABS expertise processes the alerts captured by electroencephalogram (EEG) to extract particular neuromarkers in actual time, i.e. mind signatures related to feelings like pleasure, consideration, or confusion. Utilizing the Valence-Arousal matrix, HABS gives an in depth evaluation of the mind exercise with solely six EEG sensors, in comparison with a number of dozens with conventional approaches. “As a matter of truth, one of many strengths of this expertise lies in its means to function with a particularly gentle configuration, so it presents a substantial achieve in time and comfort,” emphasises Chiheb. “At VivaTech, we are going to unveil the brand new model of the Neoxa built-in sensor, which additionally incorporates our AI engine straight into the gadget.”
The concept is to make it simpler to measure feelings that buyers can’t all the time specific. “We provide a full service, each in the course of the R&D section and as a part of retail assessments, to assist customers make buy choices once they hesitate,” explains Olivier Locufier, HABS’ founder. That’s the reason a “cognitive persona” is generated. This typical mind profile corresponds to the feelings that manufacturers attempt to create. Then, it’s in contrast with the responses of the folks examined.
Emotional ‘signatures’
“We provide an emotional certification resolution,” says the founder. “Normal EEGs map the areas that obtain the mind waves. For instance, the frontal lobe is especially related to pleasure. The issue is, different ideas transported to this lobe can distort this interpretation.”
HABS has designed a distinct strategy based mostly on a system of signatures related to every emotion. “Moderately than utilizing a predictive system, we seek for the presence of those signatures within the mind. The sensor detects the neuromarkers corresponding to every emotion.”
Cognitive AI analyses the emotional knowledge collected by the sensor, and works collectively with a federated AI, which screens the historical past of the anonymised cognitive persona. These back-and-forth strikes assist recognise neuromarkers with accuracy. “We are able to now challenge an emotional certificates for the fragrance, and never solely a uncooked materials or a chord,” says Locufier. “As well as, we will combine our understanding of responses to the fragrance growth section.”
Knowledge anonymisation
Olivier Locufier, HABS
“When a tester discovers a brand new perfume, we analyse their mind waves in actual time to higher perceive the feelings they really feel,” provides the founder. Every take a look at makes it potential to create a mathematical mannequin of the emotional response that’s particular to the person and absolutely anonymised. The mannequin is analysed with a federated AI, making certain a excessive stage of confidentiality and strict respect for privateness. HABS doesn’t retailer any uncooked mind knowledge. “Solely summary, non-identifying representations are used to ethically and securely improve the accuracy of our neuromarkers.”
Solely the metadata is saved (age, location, fragrance utilization patterns, area of interest desire or not) to offer a related framework for a research. “All the information on mind waves is anonymised, securely crypted and saved in compliance with international requirements on knowledge safety (GDPR EU 2016/679),” claims the corporate on its web site. Moreover, HABS presents particular tools so that private knowledge shouldn’t be saved in a server, as is the case with most EEGs.
A broad spectrum of functions
HABS’s founder is an skilled in sign processing, encryption and biometric applied sciences. Based in 2023, the corporate targets three markets: cybersecurity (brain-key-based authentication), mobility (street security), and luxurious (product design and growth). The HABS working system is useful and may detect a number of sorts of neuromarkers: 12 human feelings, intentions, each optimistic and adverse, ache, alcohol or drug ranges, fatigue, and focus. It may be utilized to something that’s perceived with the 5 senses (perfumes, video, music, cockpit design…).
