Facial Recognition: a Rising Concern for Marketers and Consumers

“Half of US internet users have concerns about facial recognition, according to data from The Brookings Institution.”

Source: eMarketer

OUR TAKE

Retailers are increasingly using facial recognition software to catch shoplifters, but it doesn’t stop there; stores can also use this technology to engage with customers once they walk in by sending them tailored text messages, or by receiving their profiles in order to better assist them. While it’s unclear as to exactly how many retailers are actually using – or planning to implement – facial recognition for these purposes, marketers should take note. Considering many people still have qualms around it, particularly when it comes to privacy and consent, marketers whose brands employ facial recognition need to ensure that they are being as transparent as possible with consumers and are keeping up with any and all regulations related to the technology. Otherwise, a backlash is inevitable.