The data collected by Xbox One consoles may be the future of marketing, says Yusuf Mehdi, corporate VP of marketing and strategy for Microsoft. Mehdi says the console essentially acts like a television that watches you, which can educate marketers on what is going on in people's living rooms, specifically how people engage with television advertising.
According to Medhi, this could greatly affect pricing, as Xbox One has the capacity to see whether people are actually paying attention to the screen by detecting how their bodies respond to the ads.

The Xbox One can also detect up to six voices in a room, respond to voice commands, read skeletal movement, muscle force, and determine whether people are looking at or away from the TV. By picking up on slight changes in skin tone and the dilation of of blood vessels in the eyeballs, the camera can also determine a person's heart rate and level of excitement.

Even if only a fraction of Xbox One users choose to share their data, it could revolutionize advertising via research on biometric responses, as the revious Xbox 360 has sold more than 78 million units.

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