Facial recognition is the latest technology tool that has marketers smiling broadly as it has the potential to increase the accuracy of business message targeting to consumers.
Facial recognition is again a part of the social media discussion as a result of the latest trend of #10YearChallenge (posting 10-year-old past and present self-pics together) that everyone including celebrities got excited about.
The discussion then turned towards the thought that maybe this trend was somehow sponsored by social media companies in order to train their machine learning algorithms to make better facial recognition software. This would help them get better at identifying people raising privacy concerns.
Here are some facts that you need to understand about this facial recognition technology.
- 1. Digital image identification is done.
Facialtexture is analysed.
- 3. Marketers are happy.
- 4. There are software problems.
- 5. Microsoft wants regulation.
#1. DIGITAL IMAGE IDENTIFICATION IS DONE
A facial recognition system is part of facial recognition technology that is capable of identifying a person from a digital image or even a video frame. Facial recognition technology works in multiple ways. It compares selected facial features from any given image that has a collection of many faces in a database.
This technology can also be explained as a Biometric Artificial Intelligence-based application that has the power to uniquely identify any person. This identification is done by analyzing patterns based on the person’s facial textures and shape. Facial recognition technology is also used in security systems. Though it is not as accurate as the biometric process adopted in iris recognition and fingerprint recognition but has found wide adoption as it is contactless and non-invasive.
#3. MARKETERS ARE HAPPY
Marketers are especially happy and like it as a marketing tool for commercial identification of prospects. Brands want to make their ads more engaging and facial recognition capabilities of the latest smartphones make it possible. Marketers and brands are now experimenting with non-intrusive immersive advertising experiences using facial recognition. This will get them a more engaged user, higher conversion and increased customer acquisition rates.
#4. THERE ARE SOFTWARE PROBLEMS
Researchers with MIT Media Lab released a report this month stating that facial recognition software developed by Amazon and marketed to local and federal law enforcement in the USA has struggled to pass accuracy test. Amazon marketed it as a powerful crime-fighting tool but their software could not correctly identify a person’s gender. Interestingly rival facial recognition systems from Microsoft and other companies did perform better, but errors were found there too.
#5. MICROSOFT WANTS REGULATION
Facial recognition technology needs regulation. Speaking during a panel discussion at the World Economic Forum in Davos, Switzerland this month, Microsoft CEO Satya Nadella welcomed regulation of facial recognition technology. He said that in reality there is no discrimination between the right use and the wrong use of facial recognition. He did mention that even though self-regulation is there to ensure fair and robust use of this technology, government rules may also be needed. Do comment below on how you think facial recognition technology will change things in the near future.
Do comment below on how you think facial recognition technology will change things in the near future