While, facial recognition has gotten off to a rocky start, a handful of retailers have begun to implement the technology anyway.
Last summer, the American Civil Liberties Union (ACLU) released results of a study that found that Amazon’s facial recognition technology, called Rekognition, confused pictures of 28 members of Congress with mug shots, reports Wired.
The study found that 40% of the mistakes involved people of color, even though the individuals collectively represent only 20% of Congress. The technology is being pitched to law enforcement, so its failure to accurately recognize individuals concerns the ACLU.
Some observers say that the technology is highly accurate. For example, it can accurately identify individuals 80% of the time, even when the individuals are in motion, reports CMO.
At the same time, the technology is becoming more affordable, which is making it accessible to businesses.
Other observers maintain that the technology, once refined, could be promising. Ideally, it could be used in a manner that is similar to how computer cookies are currently used. Just as cookies track individuals’ online activities and then pitch targeted content, facial recognition technology could track individuals’ physical activities, reports AXIOS.
It could be far superior to computer cookies or even credit card or loyalty card data for customizing marketing content and promotional offers. The problem with cookies, credit cards and loyalty cards is that they can be shared by multiple individuals so they may not provide accurate consumer profiles. In addition, individuals may forget to bring their credit cards and loyalty cards with them when they leave their homes.
In most instances, facial recognition technology is being used for limited functions. AXIOS reports that the National Soccer Hall of Fame, which is scheduled to open next month, will allow visitors to register with their faces.
In addition to their face registration, individuals will complete a form to disclosure their interests. As they move through the museum, the technology will track their locations and then displays will provide targeted information. The National Soccer Hall of Fame is using technology provided by NEC.
Asian-American supermarket chain iFresh is distributing facial recognition technology as part of biometric systems for retailers in North, South, and Central America. The technology facilitates automatic checkouts, reports Biometric Update.
Some vendors are pitching the technology for better measuring the ages and genders of customers or store visitors. In Japan, Ayonix is marketing technology for gas stations and convenience stores that used facial recognition systems to identify the approximate age and gender of individuals at cash registers.
A billboard at the cash register then pitches products that may be appropriate for the individual, according to the firm’s website. The technology also consolidates the information to give store owners data on customer demographics.
Brands need to use care, however, to avoid creeping customers out. Cadillac Fairview, which operates malls in Canada, recently suspended the use of facial recognition cameras from its shopping center directors, reports CBC.
It started using the technology in June to track shoppers’ genders and ages, but it failed to disclose the presence of the cameras to mall patrons. A mall patron discovered the technology when a software application was apparently left running and was visible in a shopping center directory.
Regulators in Canada have since launched in investigation into the use of facial recognition in instances involving the failure to disclose the presence of the technology.