Facial recognition software is becoming a greater part of our everyday lives. The police use it to investigate crime. Smartphones and computers use it to secure data. Businesses use it to provide more customized, targeted solutions and experiences for its customers. Even bar examiners used it to conduct remote testing during the COVID-19 pandemic.

But the technology is controversial and not without its critics. Questions about its accuracy—especially relating to recognizing minority faces—remain. Several cities have even banned certain applications of facial recognition.

EmotionTrac claims to offer a different approach. Launched in 2020 by Aaron Itzkowitz, its CEO, EmotionTrac uses the front-facing camera on smartphones and tablets to analyze a user’s facial expressions in real time to videos or images s approach focuses to determine whether a user has positive, negative or neutral feelings. A law firm can then use those insights to design more effective advertising campaigns or figure out what arguments will land with potential jurors.

In this new episode of the Legal Rebels Podcast, Itzkowitz talks to the ABA Journal’s Victor Li about how EmotionTrac works and how lawyers can use it for their benefit.