Some businesses in Central Florida plan to use facial recognition technology to increase sales. Billboards manufactured by Immersive Labs targets ads to match a subject’s age and demographic.
Immersive Labs claims to provide adaptive advertising technology designed to optimize content based on actual viewership on digital signs for retailers and out-of-home advertisers. The technology is a combination of anonymous facial detection, sophisticated machine learning and strategies specified by the marketer.
“For example, if a woman was to walk up to a mall directory, a camera inside would take a photo. It will recognize her gender, age and race and instantly provide an ad for the appropriate products. So, if the shopper is a 30-year-old woman, she might see adds for makeup, shoes and clothing.”
Industry expert Rafe Needleman believes it’s only a matter of time before stores not only recognize you personally, but also track all of your spending habits.
“When you walk into a store, it might know who you are just when you walk in and give you deals based on past purchases,” said Needleman.
Let’s say you’re a regular Heineken drinker and visit a bar or restaurant. A bartender may know you drink Heineken even before you sit down at the bar.
According to Click Orlando.com, this spring, bars in Gainesville, Orlando, and Miami will begin using cameras to determine people’s gender and age, and other specific information.
Using an app called SceneTap on their smartphone, potential patrons can find out how many people are at a certain venue, what the male to female ratio is, and the average age of people in a venue. Using SeneTap’s info, people can decide whether or not to visit a certain bar or restaurant ahead of time.
Based on a new study by Carnegie Mellon University’s Alessandro Acquisti and his research team, it’s possible to identify strangers and gain their personal information — perhaps even their social security numbers — by using face recognition software and social media profiles.
“A person’s face is the veritable link between her offline and online identities,” said Acquisti, associate professor of information technology and public policy at the Heinz College and a Carnegie Mellon CyLab researcher.
“When we share tagged photos of ourselves online, it becomes possible for others to link our face to our names in situations where we would normally expect anonymity.”
Banks are using facial recognition technology to identify customers and prevent fraud. And hotels are using it to know when honor program guests arrive.