There’s a scene in the movie “Minority Report” where Tom Cruise runs through a mall and is bombarded by personalized ads thanks to biometric screening. In the movie, it was his eyes. In reality, it’s most likely going to be facial recognition that will bring this scene to life.
September 12 was a banner day for facial recognition software. That was the day Apple announced you’d be able to unlock the new iPhone X with a simple glance.
Photo Credit: wired.com
While facial recognition software has been around for years, recently it seems to be everywhere. Social medial applications, like Facebook, are using it to identify and tag people in your photos, and the Charles de Gaulle airport is testing if face-recognition software can help speed passengers through immigration faster. Delta and JetBlue are reportedly testing a similar function to handle baggage and self-boarding.
At events, facial recognition was primarily used at large festivals by security to spot potential troublemakers. However, now the technology is making its way on to the show floor.
Recent examples include:
- Unilever (the company that owns Ben & Jerry’s, Good Humor, Breyers, and Klondike) has a booth that encourages users to smile by superimposing props (funny hats, glasses, bow tie, etc.) and then gives them some ice cream.
- Lancôme used a “smart mirror” kiosk to study people’s makeup and style preferences. The users could then try on cosmetics virtually and were given personalized recommendations.
- Hampton Hotels has utilized what they call a “smile swag” vending machine that reads when people smile and then dispenses goodies.
- The Hawaii Tourism Authority captured people’s expressions while they watched a video of the Hawaiian Islands, then recommended activities and itineraries based on reactions to the content.
Photo Credit: skift.com
It should be noted in all of the above cases, the businesses gathered valuable data on the users, including demographic information (gender, age, etc.) and, in many cases, linking someone’s image to contact info and social media handles.
Facial recognition is also going to become a big part of the event itself. Soon all you will need is your face to check in to events. And say goodbye to post-event surveys, facial recognition will make them a thing of the past. Soon, event managers will be able to use data from cameras placed around the event to recognize attendees and monitor how they are feeling, what areas of the event they like best, and what didn’t appeal to them based entirely on a person’s face.
This concept has already been tested by DiGiorno. The company monitored people at parties and recorded their reaction to various events. One surprising result was that people were happiest when they could smell the pizza cooking, not when they were eating it.
The future is here, or very nearly. Advances in facial recognition have made huge amounts of data available. To learn more about how you can use take advantage of the opportunities that facial recognition provides, give The Trade Group a call at 800-343-2005.