Hongik Ingan (ๅผ็ไบบ้)
"Benefit All Humanity"
The WIA Emotion AI Standard rests on the proposition that understanding human emotion is essential to building technology that genuinely serves people. The ancient Korean philosophy of Hongik Ingan, which this standard adopts as its charter principle, gives a clear answer to the question of who a standard should belong to: humanity in common. That answer is operationalised by releasing the standard text, the conformance simulator, and the reference SDK under the MIT licence at no cost. The standard expresses this value through twenty-four conformance requirements and twelve ethical clauses, organised across four phases (data format, application programming interface, streaming protocol, and integration) and unfolded over eight chapters of the present volume.
Emotion AI, also called Affective Computing, is a multidisciplinary field that combines artificial intelligence, computer science, psychology, and cognitive science to develop systems that recognise, interpret, process, and simulate human emotions. The field reaches beyond classifying pixels of facial expression: it models how emotion participates in human decision-making and social interaction and tries to transfer that capability to machines. It crosses the boundaries of computer vision, natural language processing, signal processing, psychology, neuroscience, anthropology, and ethics, and does not sit comfortably inside a single academic department.
Definition (with reference to ISO/IEC 22989:2022 ยง3.1.4). Affective computing is the study and development of systems and devices that can recognise, interpret, process, and simulate human affect โ emotions, moods, and attitudes. The term affect is understood here as a three-layer construct: transient emotion (seconds), sustained mood (hours to days), and persistent attitude (weeks to years). The WIA Emotion AI Standard treats all three layers as legitimate modelling targets and requires conforming systems to label which time-scale a given output applies to, since a window appropriate for emotion is not appropriate for mood or attitude.
The field of affective computing was established in 1995 by Dr. Rosalind Picard at the MIT Media Lab. Her seminal Technical Report (MIT Media Lab TR 321, 1995) and the 1997 monograph of the same title (MIT Press, ISBN 0-262-16170-2) provided the academic foundation for what has since grown into a multi-billion-dollar industry. Dr. Picard continues to direct the MIT Affective Computing Research Group and has co-founded a commercial spin-off whose products remain among the most influential commercial emotion-recognition SDKs.[1]
Before Picard's proposal, emotion was largely treated either as noise to be filtered out of computing systems or as an irrational variable to be excluded from rational design. Her contribution was to demonstrate, in print and in working prototypes, that emotion is a constitutive component of human cognition and that computing systems which ignore it will ultimately be inefficient for human users. This re-framing did not just open a new research field โ it shifted what counted as a well-designed human-computer interface.
| Item | Detail |
|---|---|
| Founder | Rosalind Picard, Sc.D. |
| Institution | MIT Media Lab, Affective Computing Research Group |
| Year | 1995 |
| Reference monograph | "Affective Computing" (MIT Press, 1997) |
| Core thesis | Emotion is essential to human intelligence and decision-making, not a separable faculty |
| Commercialisation | Co-founded a commercial spin-off (founded 2009; major acquisition transaction 2021) |
| Current research | Wearable EDA sensors, autism-support devices, learner emotion tracking |
Picard's central insight is that emotion is not separate from rational thought; it is constitutive of it. The neuroscientist Antonio Damasio, in Descartes' Error (Putnam, 1994; ISBN 978-0399138942), reported that patients with damage to the ventromedial prefrontal cortex (the well-known patient EVR) score normally on intelligence tests yet cannot make even trivial decisions such as which restaurant to choose for lunch. Once the emotional signal is severed, decision itself stalls. This finding โ formalised as the somatic marker hypothesis โ provided neuroanatomical evidence that emotion functions as a pre-filter for reasoning rather than as its enemy.[2]
Five core insights.
The emotion AI market has grown rapidly since the early 2020s. Independent figures from MarketsandMarkets and from major national digital-economy agencies have largely converged on the trajectory shown below. Healthcare and automotive regulation, enterprise customer-experience investment, and the spread of 5G and edge-computing infrastructure are the principal drivers.
| Year | Market size | Year-on-year growth |
|---|---|---|
| 2020 | USD 21.6 billion | โ |
| 2021 | USD 24.8 billion | 14.8% |
| 2022 | USD 28.5 billion | 14.9% |
| 2023 | USD 32.7 billion | 14.7% |
| 2026 (forecast) | USD 37.1 billion | CAGR 13.5% |
| 2030 (forecast) | USD 62.0 billion | CAGR 13.7% (2026โ2030) |
The North-American market is concentrated in healthcare and automotive use, with strong revenue from SaaS-style API services. The European market, shaped by GDPR, focuses on automotive and industrial-safety applications; in-store consumer analytics, where explicit consent is hard to obtain, has remained a smaller share. The Chinese market is dominated by call-centre, traffic, and classroom-monitoring use cases, but typically follows national-association standards rather than the WIA or ISO families. The Japanese market is concentrated on automotive and robotics. Across these regions, the Korean edition of this volume highlights a domestic market whose share is small in absolute terms but whose growth rate exceeds the global average and which exhibits unusual co-strength in automotive driver monitoring, healthcare mental-state assessment, and consumer chatbot products. Specific Korean enterprise actors are discussed only in the Korean edition; this English edition retains the abstract market description.
The cross-cultural studies that Paul Ekman conducted between 1971 and 1972 with the Fore people of Papua New Guinea identified six universal basic emotions consistently recognised across human cultures. The work was published as "Constants Across Cultures in the Face and Emotion" (Journal of Personality and Social Psychology 17(2), 124โ129, 1971; DOI 10.1037/h0030377) and subsequently became the canonical classification scheme for emotion-recognition research. Ekman argued for the universality of basic emotion on the strength of the fact that an isolated population unexposed to visual or written Western media could correctly interpret photographs of Western facial expressions.[4]
The universality thesis has since been challenged. Lisa Feldman Barrett, in How Emotions Are Made (Houghton Mifflin Harcourt, 2017; ISBN 978-0544133310), proposes a "theory of constructed emotion" in which emotion categories are constructed by culture, language, and context rather than discovered as universal natural kinds. The WIA Emotion AI Standard adopts a deliberate compromise: it retains the six basic emotion labels as a core interoperability layer, while simultaneously supporting the dimensional model and an extension-label mechanism for culturally specific affect categories.[5]
| Emotion | Description | Facial features | Universal recognition |
|---|---|---|---|
| ๐ Happiness | Positive emotional state of joy | Cheek raise, crow's-feet, lip-corner lift | 93% |
| ๐ข Sadness | Emotional pain and grief | Inner-brow raise, lip-corner depression | 84% |
| ๐ Anger | Strong displeasure or hostile response | Brow lower, jaw tension, narrowed eyes | 90% |
| ๐จ Fear | Response to perceived threat | Wide eyes, raised brows, opened mouth | 85% |
| ๐คข Disgust | Revulsion or strong rejection | Wrinkled nose, raised upper lip | 88% |
| ๐ฎ Surprise | Brief reaction to an unexpected stimulus | Brow raise, wide eyes, jaw drop | 81% |
Note. The WIA Emotion AI Standard adds Neutral as a seventh classification label to denote the absence of strong expression. Culturally specific affect categories โ such as embarrassment, longing, and other socially constructed emotional states observed across diverse cultural contexts โ are expressed through extended labels defined in Phase 1 (see ยง3.3.3) rather than by overloading the six basic categories. This design follows the recommendation in Plutchik's earlier work on a general psychoevolutionary theory of emotion (Plutchik, 1980) that primary categories should be supplemented by, not displaced by, derived categories.
The dimensional model proposed by James Russell in "A Circumplex Model of Affect" (Journal of Personality and Social Psychology 39(6), 1161โ1178, 1980; DOI 10.1037/h0077714) represents emotion as a coordinate in a continuous two-dimensional space. The model is well suited to expressing fine-grained emotional change and mixed emotion, and it composes naturally with regression-style machine-learning models because the output is continuous rather than categorical.[6]
High Arousal
|
Excited | Tense
|
Negative ----+-------+-------+---- Positive
Valence | | | Valence
Bored | Content
|
Low Arousal
Valence ranges from โ1 (negative) to +1 (positive) and measures the pleasantness of an emotion. Arousal ranges from โ1 (low activation) to +1 (high activation) and measures the energy level. WIA simulator Panel 1 (๐ข Analysis) visualises the Valence-Arousal coordinates produced by Phase 1 conformant data, with the four-quadrant labels High Arousal, Low Arousal, Negative, and Positive.
The Facial Action Coding System (FACS) was developed by Paul Ekman and Wallace V. Friesen in 1978 (Facial Action Coding System: A Technique for the Measurement of Facial Movement, Consulting Psychologists Press, ISBN 0-931835-01-1) and updated in 2002 by Ekman, Friesen, and Hager. FACS provides a systematic, anatomy-based vocabulary for describing facial movement in terms of Action Units (AUs). Each AU corresponds to the contraction or relaxation of a specific facial muscle and is assigned a numerical identifier and a name. Because the system is anatomical rather than interpretive, FACS coding can be performed without committing to a particular emotion theory.[7]
| AU | FACS name | Muscles | Description |
|---|---|---|---|
| AU1 | Inner brow raiser | Frontalis (pars medialis) | Raises inner portion of eyebrows |
| AU2 | Outer brow raiser | Frontalis (pars lateralis) | Raises outer portion of eyebrows |
| AU4 | Brow lowerer | Corrugator supercilii, depressor supercilii | Lowers and draws eyebrows together |
| AU5 | Upper lid raiser | Levator palpebrae superioris | Raises upper eyelid |
| AU6 | Cheek raiser | Orbicularis oculi (pars orbitalis) | Raises cheeks, creates crow's-feet |
| AU7 | Lid tightener | Orbicularis oculi (pars palpebralis) | Tightens eyelids |
| AU9 | Nose wrinkler | Levator labii superioris alaeque nasi | Wrinkles nose |
| AU10 | Upper lip raiser | Levator labii superioris | Raises upper lip |
| AU12 | Lip-corner puller | Zygomaticus major | Pulls lip corners up (smile) |
| AU15 | Lip-corner depressor | Depressor anguli oris | Pulls lip corners down (frown) |
| AU17 | Chin raiser | Mentalis | Raises chin |
| AU20 | Lip stretcher | Risorius | Stretches lips horizontally |
| AU23 | Lip tightener | Orbicularis oris | Tightens lips |
| AU25 | Lips part | Depressor labii inferioris; relaxation of mentalis | Parts the lips |
| AU26 | Jaw drop | Masseter, temporalis | Drops jaw and opens mouth |
| Emotion | Typical AU combination | Description |
|---|---|---|
| Happiness | AU6 + AU12 | Cheek raise + lip-corner pull (Duchenne smile) |
| Sadness | AU1 + AU4 + AU15 | Inner-brow raise + brow lower + lip-corner depress |
| Anger | AU4 + AU5 + AU7 + AU23 | Brow lower + upper-lid raise + lid tighten + lip tighten |
| Fear | AU1 + AU2 + AU4 + AU5 + AU20 + AU26 | Brow raise + brow lower + upper-lid raise + lip stretch + jaw drop |
| Disgust | AU9 + AU15 + AU16 | Nose wrinkle + lip-corner depress + lower-lip depress |
| Surprise | AU1 + AU2 + AU5 + AU26 | Brow raise + upper-lid raise + jaw drop |
The WIA Emotion AI Standard requires conformant face-modality outputs to be expressible as a vector of AU intensities (0.0โ5.0 per AU) in addition to a discrete-label and a Valence-Arousal coordinate, so that downstream systems can audit the upstream evidence on which a label was based. This is one mechanism by which the standard reduces the opacity of "black-box" emotion classifiers.
WIA-conformant emotion-AI systems may analyse emotion through four primary input channels. The choice and combination of modalities is dictated by the use case and constrained by the legal regime under which the system operates.
Mental-health monitoring (longitudinal tracking of depression, anxiety, and post-traumatic stress symptoms), telehealth assessment of patient affect during video consultations, autism research, and pain assessment in non-verbal patients are the most mature healthcare use cases. The clinical-decision-support tier requires multi-modal evidence and human review, in line with FDA guidance on Software as a Medical Device (SaMD) and the European Medical Device Regulation (MDR, EU 2017/745).
Advertising-effectiveness measurement, product-design feedback from prototype testers, brand-perception analysis from social-media text, and in-store experience monitoring. Under GDPR Article 22, automated decision-making solely based on emotional inference is restricted, so this segment in the European Union typically operates in advisory rather than decisional mode.
Engagement detection, adaptive-learning content sequencing based on the learner's affective state, online proctoring, and feedback to teachers on classroom dynamics. The IEEE 1484.20.1 (Reusable Competency Definitions) and the ADL SCORM 2004 4th Edition specifications anchor the integration of emotion data with learning-management systems.
Frustrated-caller detection in contact centres, tone-adapted chatbot responses, and early warning of customers at risk of churn. Real-time prosody analysis on 16-kHz telephony channels typically targets a streaming-latency budget of less than 300 ms (see ยง6.3).
Driver Monitoring Systems detect drowsiness, distraction, and anger; safety alerts and autonomous-driving handovers are triggered as a function of those states. Conformance to ISO 26262 ASIL-B and the EU General Safety Regulation (GSR, EU 2019/2144) is required for production deployment.
Non-player-character reaction to player affect, dynamic difficulty adjustment, and immersive emotional storylines in virtual-reality experiences.
The BIGEKO project โ emotion preservation across sign-language translation โ and assistive communication tools that enable non-verbal users to express affect explicitly. Accessibility use cases are recognised as a priority deployment context for the WIA Emotion AI Standard.
ๅผ็ไบบ้ (Hongik Ingan)
"Benefit All Humanity"
This ancient Korean philosophy guides the WIA Emotion AI Standard. The standard commits that:
- Emotion AI shall be ethical and privacy-respecting.
- Standards shall be open and accessible to everyone.
- Technology shall serve human well-being.
- Cultural diversity in emotion expression shall be respected.
Hongik Ingan operates here as a procedural value rather than a slogan. The WIA Conformance Assessment Committee is required to apply four checks to every proposed feature or algorithm: whether the most vulnerable user populations (children, the elderly, persons with disabilities, minorities) are protected; whether data collection is proportionate and minimally intrusive; whether the result remains accountable to the user; and whether display rules from diverse cultural regions are treated on an equal footing. These checks contribute thirty per cent of the conformance score and determine pass-or-fail outcomes. The procedural shape is borrowed directly from IEEE 7000-2021 Stages 2 (Value Identification) and 4 (Transparency Analysis).
Emotion AI sits at the intersection of standards published by W3C, ITU-T, ISO/IEC, IEEE, and several national standards bodies. The WIA standard does not displace these earlier instruments; it acts as an interoperability layer over them.
| Issuer | Reference | Title | Relationship to WIA |
|---|---|---|---|
| W3C | EmotionML 1.0 (2014) | Emotion Markup Language | Basis for the XML-compatible output mode of WIA Phase 1 data format |
| ITU-T | F.748.11 (2018) | Emotion-aware multimedia services | Reference for WIA Phase 3 streaming-protocol design |
| ISO/IEC | 22989:2022 | AI concepts and terminology | Upstream terminology reference for WIA definitions |
| ISO/IEC | 23053:2022 | Framework for AI systems using ML | Reference for WIA conformance-test process |
| ISO/IEC | 27001:2022 | ISMS | Mandatory reference for WIA Phase 4 security and privacy requirements |
| IEEE | 7000-2021 | Model Process for Addressing Ethical Concerns | Direct adoption for WIA ethical-impact-assessment procedure |
| IEEE | 7003-2024 | Algorithmic Bias Considerations | Basis for WIA fairness-test items |
| NIST | AI RMF 1.0 (2023) | AI Risk Management Framework | Reference for WIA risk-management cross-walk in ยง8.7 |
WIA is differentiated from these earlier instruments by three properties: (1) it covers all four primary modalities within a single SDK; (2) it offers a single conformance-assessment procedure that satisfies the principal regulatory requirements of multiple jurisdictions in parallel; and (3) it is published under an MIT licence at no cost.
The Korean edition of this volume contains additional content tied specifically to the Republic of Korea: regional market-share figures, named institutional ecosystems (leading domestic universities, national research institutes, telecom operators, and platform companies), Korean-language-specific cross-cultural emotion lexicon (with attention to socially constructed affect categories such as embarrassment, longing, and culturally specific forms of grief), and Korean public datasets for emotion recognition. These passages are retained in the Korean edition because they are most actionable for Korean readers and because they ground abstract requirements in recognisable domestic cases.
This English edition deliberately abstracts those passages. Where the Korean edition names specific Korean enterprises or research organisations, the English edition refers to "leading domestic universities, government agencies, telecom operators, and platform companies", "leading commercial SDK vendors", or "leading conglomerates". Readers consulting both editions will therefore find the English text more general and the Korean text more specific; the conformance requirements themselves are identical between editions.
Seven key takeaways.
Chapter 2 examines current challenges in emotion AI โ cross-cultural difference, privacy concerns, accuracy limitations, and training-data bias โ together with the approach the WIA Emotion AI Standard takes to address them. Particular attention is paid to how the differing requirements of major data-protection regimes (PIPA, GDPR, and CCPA) reshape emotion-data processing, and how the ten core obligations of jurisdiction-level AI-ethics guidelines map to the standard's conformance items. The six basic emotions, the dimensional model, FACS, and the four modalities introduced in this chapter recur throughout the rest of the volume; readers are advised to bookmark Tables 1-3, 1-4, 1-5, and 1-6. The standard's evolution roadmap is recorded in the public GitHub repository.[99]
WIA-Official/wia-standards-public/tree/main/emotion-ai. The standard's evolution roadmap, revision history, and SDK source code are maintained openly in this repository, where the WIA standards committee records its formal verification of all primary sources cited in this chapter. โ