Wantent: How the Technology Is Going Global
Wantent is one of the startups in our portfolio that is actively growing in the international market. Here we talk about the product, its progress, and its current stage of development.
What is Wantent?
It is an AI/Computer Vision platform that reads micro-expressions and identifies a viewer’s genuine emotions while they are watching content.
A person watches a video, and the system reads their reaction in real time, showing what emotions they feel at every moment: interest, engagement, surprise, boredom, or aversion.
This gives businesses an entirely new level of precision:
understand which scenes truly “hook” the viewer
find a creative’s weak spots before the campaign launches
save budgets that would otherwise go to ineffective content
increase marketing conversion and ROI
The next level for Wantent is creating AI avatars of target audiences based on accumulated reaction patterns. The platform collects a large body of real human reactions across different segments (age, gender, geography, behavioral profile), identifies stable emotional patterns, and builds digital avatars from them. This makes it possible to “show” a new creative to these avatars and anticipate the audience’s likely reaction well before a large-scale launch.
At a recent meeting with the Wantent team, we discussed current progress and plans for the near term. Here are the key updates.
Wantent was selected for the Warner Bros. Discovery “Innovate on the Lot” accelerator, where the team works together with WBD divisions. This is significant international recognition of the technology.
The company joined the CIMM Startup Program (Advertising Research Foundation) and also became a member of ESOMAR and the Insights Association, strengthening its position in the global media research industry.
The team is actively scaling in the US market, working with media groups, brands, and agencies, and building a strong pipeline with major international companies.
For us, Wantent is an example of a tech startup with a strong scientific foundation, clear business value, and the potential to scale globally. These are exactly the kinds of teams we look for and support.
