The logical step of machine evolution is to improve the interaction between humans and machines, even the scientists, coders, and marketers are not lagging behind to make their relation more human-like. We already have various robots which look and act like humans but still fail to make meaningful interactions with us.
In order to make the interaction level more interesting a new terminology was introduced that has gained much popularity- Facial Recognition. Read on, and find out about the progress that has been made so far and how businesses should act, with regards to this piece of technology.
What is Facial Recognition Technology?
The most of us have experienced this technology in practice – by using Facebook (and other social media). Facebook has introduced Facial Recognition back in 2015 when the algorithm automatically started detecting facial expression and suggesting their profiles to be tagged automatically. You only need to ensure that every single person from your friend list in the picture is tagged.
However, we already have automatic face detection algorithms set in our cameras and phones. Yet, there is a significant difference between just recognizing the face on the picture and identifying the exact one (out of millions of registered Facebook users).
The whole process is very complex with the involvement of neural networks which mimic like a human to recognize a specific person. Have you ever wondered- how can we recognize faces and people? Well, it is a cognitive process that requires a lot of knowledge and experience to just scratch the surface, and the same goes for the computers. However, this can all be simplified a bit, and if you are eager to learn more about the facial recognition, you can find interesting simplified explanations on the internet.
Since then, the use of this advanced piece of technology has widely spread and many big companies and businesses started using it to improve their customer experience or to simply get more information about them.
The Emotions Captured via Front Camera
One of the most important uses of this technology so far was announced by Facebook. It is a patent called “Techniques for emotion detection and content delivery”. Many believe that this will revolutionize the world of digital marketing and reshape how businesses deliver content.
Do you remember when Facebook introduced reactions instead of just likes? This allowed them to get a more detailed insight into content delivery to the users. However, this was the past, today they’ve found a way to capture your exact emotions while scrolling the feed.
Facebook will simply use the existing facial recognition technology and your mobile’s front camera to scan your face and your emotions. If you react well to certain types of content, you will be offered more of the similar content (and, logically, new ads will be created in such way to suit your tastes and make you happier).
The Emotions Captured in Retail Stores
This will not stop on Facebook, of course. Imagine yourself in a mall with your friends where you are not in a mood to shop. Suddenly, as you approach the rack with your favorite shirts, out of blue you will listen to the song that you murmuring which will help to improve your mood. Wondering how?
Well, it is very likely that the store is equipped with cameras and the AI system that has the face recognition technology. At that point, the AI recognized your face, accessed your public data on the internet, and found your listening activities for the past week or so. Sounds like a scene from a sci-fi movie? Ya, but it’s true.
The Examples of Facial Recognition Technology in Business
One of the great examples of using face recognition can be seen in Lolli&Pops candy retailer. This business has cameras and face recognition installed in their retail stores, which means that the sales associates can immediately access your profile and see your tastes. They usually welcome people by the name and make adequate suggestions for them.
Furthermore, they can instantly access such information which might be life-saving. Say for example, iyou are allergic to peanuts and you want to buy a candy that is topped up with it. Well, the seller can immediately see that should avoid that piece of candy and warn you right away.
In a way, this was already possible in online stores as many marketers could access our information via the IP. However, accessing this in retail stores takes businesses to a whole new level, especially when it comes to the customer experience.
Is Facial Recognition Ethical?
Finally, the question remains – is it ethical for the front cameras to scan our faces and recognize our emotions? At first thought, it does seem scary and dystopian. However, as long as its main purpose is to provide adequate content for us and to make our life easier, it will not represent a big problem.
On the other hand, if someone manages to hacks the data and misuse it, this would cause a collateral damage not only to individuals but also to everyone whose face can be recognized by this type of technology.
To sum up, there are certain areas where facial recognition not only can be ethical but useful as well. For example, criminals and outlaws will be easier to detect and the overall security will be increased. New smartphones already have the option to unlock only when they recognize the owner’s face.
However, when it comes to businesses, everyone must be extremely careful with this until the security protocols are firmly established and the technology is legally supported. Until then, entrepreneurs, business owners, and marketers can explore new ways of technology that can be utilized in order to improve businesses and increase the customer experience.