AI-based eye-tracking technologies, such as Dragonfly AI, are transforming content promotion for films and series by analyzing visual attention. Agencies like Once Upon a Time use these tools to optimize trailers and key art, ensuring they capture viewers' focus effectively. Insights gained help enhance the creative process by revealing what elements attract interest. Despite concerns about AI-generated content, legitimate uses are benefiting the entertainment industry by fine-tuning marketing materials post-design. Overall, understanding gaze paths and saliency is becoming essential in a competitive landscape saturated with promotional material.
"It has enabled us to algorithmically unpick the human eye... we are looking to understand what draws visual attention."
"What we're then thinking about is saliency. How does something stand out in a world where everything is trying to stand out?"
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