UGC Platform Chute Can Now See
New machine vision allows brands to find logos, objects or scenes in user-generated imagery, for deployment to social accounts and conversations.
Barry Levine
Previously, the platform allowed brands to search hashtags, keywords
or comments attached to appropriate images created by social media users
— that is, searching by text. Now, the company has developed and is
today launching its IRIS image recognition technology for detecting a
logo, object or scene in an image.
CTO Gregarious Narain told me that, while machine vision companies like Ditto Labs, Clarifai or gazeMetrix (recently acquired
by social analytics firm Sysomos) can offer similar vision technology,
Chute is the only one that combines machine vision with social marketing
tools.
In addition to IRIS, the company is also announcing today a social
posting tool that lets marketers send or schedule images for social
accounts or conversations. Previously, the platform required users to
download the located images and then post them manually.
Additionally, a new Discover feature enables searches that combine
text and vision or spot trends, and it allows image rights to be
obtained and managed within the same interface.
A screen in Chute Discover, employing IRIS vision technology.
Narain said that the new vision technology can determine if an image
contains such objects as a bottle, a cup or a face. It can’t yet conduct
facial recognition so you could find all the images with, say, Kim Kardashian’s
face in them, but it does know if some face is there. It can also find
such scenes as a sunset or a visit to a beach, and it can locate photos
that match existing images, like another picnic scene. Multiple search
criteria can also be used, such as photos of cars in picnic shots.
The machine vision currently searches a “firehose” feed of millions
of images that users have posted to Instagram and Twitter since that
brand’s feed was set up, or of images relating to specific
conversations. The company said it will add Facebook by December and
eventually will enable searching of imagery going back months.
Chute clients include NBCUniversal, Condé Nast, the National
Basketball Association, the United Nations, the The New York Times and
Ford Motor Co.
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