Companies, and some governments, pay BrandsEye to alert them to significant swings in sentiment to put out fires and identify opportunities. Starting in July 2016, their machines used artificial intelligence (AI) to pull messages from social media feeds relevant to the US presidential campaign, primarily mentions of Hillary Clinton or Trump. BrandsEye then put the word out to crowdsource human analysis of individual messages. "We use people for what people are good at and machines for what machines are great at. And by using that interplay between the two, we are able to measure sentiment very deeply and by using computers we measure very deeply," says Kloppers. While AI is great for pulling in vast amounts of relevant data, it still struggles with sarcasm, innuendo and colloquial language.