A predictive analytics platform - Dragonfly AI

Revolutionising Audience Engagement: uncovering how AI-driven attention metrics can reshape marketing.

Research led by Dr. Hamit Soyel within the School of Electronic Engineering and Computer Science bridges the gap between neuroscience, artificial intelligence, and marketing. Initiated by the pioneering vision of the late Prof. Peter McOwan, this work has evolved into a cutting-edge exploration of how viewers engage with visual content.

Building on insights from neuroscience and leveraging advanced AI algorithms, this research underpins the development of Dragonfly AI—a platform that predicts, in real-time, the elements of visual content most likely to capture a viewer’s attention. Dragonfly AI’s algorithms are biologically inspired, replicating how humans perceive and process visual information to reveal fundamental patterns in attention.

This transformative work empowers global brands such as Coca-Cola, GSK, Diageo, and Reckitt to optimise their marketing visuals swiftly and effectively. By replacing costly, time-intensive methods like traditional eye-tracking studies with real-time, AI-driven insights, Dragonfly AI has redefined the way companies approach audience engagement.

This collaborative effort between Dr. Soyel, the entire Dragonfly AI team, and the foundational contributions of the late Prof. McOwan not only delivers more effective marketing strategies but also offers a deeper understanding of the fundamental mechanisms underlying human attention and engagement with visual media.

Dragonly AI - before (left) and after (right) optimisation

Dragonfly AI - before (left) and after (right) optimisation

More information: The DragonflyAI journey and DragonflyAI
Contact: Dr Hamit Soyel