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The Milwaukee Bucks Are Using Facial Coding Technology

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This past spring, the Milwaukee Bucks were purchased by Wesley Edens and Marc Lasry — a billionaire hedge fund duo from New York City. Things in Bucksland have changed considerably since then. 

Former old-school owner Herb Kohl gave his team a mandate to stay as competitive as possible, pushing for playoff spots each year regardless of the long view. This led to a holding pattern of mediocrity in Milwaukee, with a lot of first-round exits, middling draft status, and little buzz around the league.

Edens and Lasry have altered that program swiftly. Focusing on the future, they’re content to eschew the acquisition of win-now talent in the name of harvesting a youth culture under coach Jason Kidd. Now they’re an exciting team, and the delight of many basketball nerds with their lengthy lineups, featuring Greek prodigy Giannis Antetokounmpo.

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And they’re also using a new, strange form of technology to aid the process of team-building. As reported by Kevin Randall of The New York Times, the team is now enlisting the help of a face expert.  “In May,” Randall writes, “the team hired Dan Hill, a facial coding expert who reads the faces of college prospects and N.B.A. players to determine if they have the right emotional attributes to help the Bucks.

“Hill contends that faces betray our true emotions and can predict intentions, decisions and actions. He employs the psychologist Paul Ekman’s widely accepted FACS, or Facial Action Coding System, to decipher which of the 43 muscles in the face are working at any moment. Seven core emotions are identified: happiness, surprise, contempt, disgust, sadness, anger and fear.”

The report also reveals that Australian-born guard Dante Exum (now with the Utah Jazz) fell out of the Bucks’ favor through Hill’s analysis. In last June’s draft, they instead opted for Jabari Parker with the No. 2 overall pick — because, in so many words, he had a more winning face.

— John Wilmes

@johnwilmesNBA