Facial recognition software is sure to take hold in the near future as the latest tool for social media sites and direct marketing campaigns. The implications of such software developments will increase direct marketing accuracy, increase social media interaction and for sure begin a new wave privacy invasion.
Today, websites like face.com, that has developed face recognition software that allows users to scan internet for pictures of themselves, makes it easy fro any one to upload a picture search and put a name to every face on the internet. On one hand, this might be a helpful tool for a user to find and delete pictures they would not otherwise like to be posted.
On the other hand, for example, this gives employers an unprecedented power to find a slew of information both public and private that might cause discrimination of employment. For instance, an employer could get a hold of an applicants’ mug shot even if the applicant in question may have had all charges acquitted or found not guilty. The point is it doesn’t matter! If a picture of you that you do not approve makes its way on the Internet, finding it and putting a name to the face is now easier than ever.
Facial recognition technology development also has the potential to become an invasive and creepy advertising tool similar to scenes from the movie “Minority Report,” where digital hologram ads address a person directly by name. This scenario is not far fetched nor far from manifesting as the electronic giant, NEC, has already been testing its take on facial recognition ads in malls throughout Japan. The humanoid billboard has the capacity to scan passerby shoppers faces and indentify the shoppers sex, ethnicity and approximate age with an 80%-95% accuracy. The humanoid billboard then reaches into its database and begins to bombard the shopper with suggestions of products they might like.
As facial recognition technology advances and its accuracy increases we are sure to see and even more aggressive and personalized “face” to social media marketing and direct marketing in general. This is sure to become another reality of living in The Digital “Marketing” Age.
Sources:
http://www.guardian.co.uk/media/pda/2010/sep/27/advertising-billboards-facial-recognition-japan
http://www.youtube.com/watch?v=nQbVD5hlddk&feature=related
It's amazing how quickly facial recognition is developing. Although it is a scary thought having your private information available at anyone's fingertips, it does have it's pro's too. Like you said, we can use this to our benefit. Since a lot of employers now a days are using this program to scan through their employment process, we can also use this tool to help remove any wrongful images we would not like portrayed. On the other hand, we all need to be aware of the lengths these programs are taking and protect our privacy as much as possible.
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