Facial Recognition In The Digital Age

How can facial recognition be utilized by businesses?


Do you recall the way Hollywood movies such as Terminator: Rise of Machines or Ex Machina compellingly portray the use of facial recognition technologies? What started as a futuristic fantasy is no longer an idea that exists exclusively within the realm of science-fiction. Today, with digital technological advances, face recognition is becoming more and more important for businesses. Employing this technology helps them to know who their customer is and dispatch hyper-personalized offers to generate more revenues.

Face recognition technology applies deep learning algorithms to detect faces and identify the person in the image. The information that is generated with this identification can be used to improve the efficiency and therefore businesses from every industry are beginning to employ the tech to increase revenue and improve customer experience.

Areas Facial Recognition is Currently Being Utilized:

Facebook has used facial recognition technology since 2011 to speed up the process of tagging friends in photos. When a user uploads an image to Facebook, the site's algorithms' recognize the faces of friends and asks users if they would like to tag them.

Security agencies were also among the early adopters of face recognition, using it to identify suspicious behavior & threats to any big events or crowded areas, like airports. Now, some the airports have installed facial recognition for smooth passenger movements through immigration hall, security, and arrivals.

The most recent addition to the Apple family, the iPhone x, also uses facial recognition to unlock - a nifty way to increase the security of the product. 

Banks are starting to use facial recognition technology for KYC and customer verification. Retail companies can now employ facial recognition to measure how many people are visiting their store. They can also use it to establish how their customers feel when they are in the premises and track their behaviour, vital data when delivering an effective service. 

Smartphones and smart watches have already enabled new payment experiences in bricks-and-mortar shops, and facial recognition technology can help this become more widespread. Online shoppers are often expecting the same easy payment experience that online shops offer and several companies have developed solutions to ease this process. AliPay use facial recognition software for their online payment service, where customers simply scan their face with their smartphone camera to place an order. Credit card giant, Mastercard, have launched a similar facial recognition payment method called “Selfie Pay.”

Further Uses of Facial Recognition:

  • Tesco plans to install screens in petrol stations that will scan customers’ faces to determine their gender and age so it can run tailored ads.
  • Finding Rover is an app that lets owners post pictures of lost pets in hopes of reuniting them with their owners. Using facial recognition software, the app matches photos and alerts owners when their pets are found.
  • Helping Faceless is an app created to help find missing and kidnapped children and reunite them with their families. Users can input the date and location the person went missing to narrow search results.
  • Wal-Mart has tested facial recognition software FaceFirst as a way to prevent theft. The technology scans the face of anyone who enters a store and identifies any suspicious people and potential shoplifters, instantly alerting store security on their phones.

Final Thoughts

Facial recognition is a technology with unbounded potential, even if it is yet to be fully realized. There are countless ways company's can begin to utilize facial recognition and start to integrate it into almost all aspects of customer service for a more seamless, efficient experience.




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