February 8, 2018

FACE-INATION

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Let’s face it, who doesn’t love to look at themselves? Facial recognition technology is fresh and captivating, as evident by the recent popularity of Google’s Arts & Culture app, which matches users faces with their historic art doppelgänger.

From tagging pictures on Facebook to unlocking your iPhone, innovators are thinking of new ways to use facial recognition technology to make our lives easier and more engaging.

The retail industry is adopting facial recognition technology faster than any other. It’s already being utilized to allow stores to scan the face of every shopper, identify return customers, and offer them personalized pricing.

Another interesting time saver was adopted by one of China’s KFC restaurants called KRpo.  Diners place their order at a wall-mounted terminal, which then scans their face. If the scan matches the image on the photo ID stored in the system, the customer then enters their phone number and the payment is complete. No cash, credit cards, or smartphones and no more waiting in long lines. China’s KFC is the first physical store in the world to use facial recognition software to take payments.

Microsoft has also announced that they have patented a billboard that has the ability to identify consumers as they walk by, which enables it to serve ads customized to that consumer’s purchase history.

The possibilities seem endless, but is the technology safe? And how is data protected? If a system is hacked, the private information that is stored about your face is at risk of being accessed by unwanted third parties, which could lead to the exposure of personal information. According to Richard Parris, CEO of cybersecurity specialists Intercede, “The dangers of biometric authentication such as facial recognition is that it is not entirely immune to potential attack and therefore should not be relied on as the sole means of verifying a user.”

As marketers, we’re intrigued by facial recognition technology and how it will be used across different industries. At the same time, we have concerns about safety and privacy (hello, Big Brother). What do you think? Read more about facial recognition here and share your thoughts with us on Facebook.

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