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Facial Recognition is Here: How Will Consumers Respond?| HFSecurity Blog

Author: huifan   Time: 2021-01-13


Not long ago, face recognition has become a member of science fiction. There are cameras that can recognize the faces of passersby. They can record advertisements based on personal shopping history, check bank balances, and even report whereabouts to local authorities. If science fiction can teach us anything, it is that if we can imagine it, then we can probably invent it. Therefore, we are already living in the future, because biometric control devices and applications are rapidly becoming a part of daily life. The convenience and benefits of artificial intelligence and machine learning to provide more personalized choices are attractive carrots for consumers. However, out of concerns about privacy leaks, identity theft and other evil methods that may use other people’s images, many people are reluctant to use biometrics, especially facial recognition. In today's article, we will delve into the two sides of facial recognition coins to better understand the potential benefits to consumers and address concerns that may hinder usage.

1. Face recognition as your friend

Ignore sci-fi fears for the time being and consider potential applications that will make consumers' lives easier. The face-or more precisely, how technology maps and recognizes facial features-is like a fingerprint; it is completely unique to an individual and difficult to replicate. This is also very convenient. You will always have it, and it will never be lost. Using your face as recognition or even payment (such as Apple's Face ID function), users can simplify daily tasks almost effortlessly. Facial recognition also enables companies to better identify customer or employee satisfaction and even their emotional state. This can help companies create more personalized experiences or help quickly identify areas for improvement. For retailers, the applications seem to be endless. From customizing discounts or offers based on customer preferences, to alerting shoppers based on their location in the store, facial recognition can enable retailers to understand shoppers’ behavior and emotions based on their needs. Facial recognition also has many uses in law enforcement and travel. For example, criminals can be more easily identified from video surveillance to help arrest them. Part of the reason for the arrest of the Boston Marathon bomber was facial recognition technology. In addition, certain airports in the United States are already testing facial recognition software to replace passports and boarding passes used by international passengers. . Recently, facial recognition software used by the U.S. Customs and Border Protection at Washington Dulles International Airport was able to capture people who attempted to enter the country with a fake passport. This technology is so hot, there is even a competition to see who can come up with the most accurate facial recognition algorithm. In last year’s competition, a Russian startup defeated a tech giant like Google, which fully illustrated the current race to know our faces. Companies in all walks of life should expect to hear more and more facial recognition information, and should be prepared to gather human insights to test new technologies with their customers at every step.

2. Face recognition is your enemy

As with most new technologies, many people and organizations are concerned about the implications of the widespread use of facial recognition. Consumer privacy and fear of misuse of collected data are the most worrying issues. In view of this, in today's social media-driven culture, it is easy to find a person's face through a simple web search. We share vacation photos on Instagram, photos of our kids on Facebook, and DMV lines and videos of humorous encounters on Twitter. Also, if you have a government-issued photo ID, local, state, and federal officials can already use the ID. Coupled with the ubiquity of IoT devices, images of someone may be collected without their knowledge or consent, and since many of these data are not securely stored or protected, the risk of data leakage seems high. In addition to privacy issues, there are also some concerns that when it comes to Fifth Amendment rights, we may enter a gray area that protects individuals from forced self-crime. For example, if someone is arrested and wants to exercise their Fifth Amendment rights, but law enforcement uses facial recognition to unlock the phone, these rights may be violated. We only need to look at China, where facial recognition technology has been widely used, to predict the future development. The Chinese government has begun to use facial recognition technology to scan ordinary people's daily work. These images are then stored in a national database containing name, age and race.These images are then stored in a national database containing name, age and race. The government even has the ability to accurately track the recent whereabouts of a person and the people with them. The list of fears of facial recognition is long and complex. If you are considering using this technology, make sure to hear and heed your customers' concerns. Customer interviews are a good way to gauge how individuals feel about sensitive topics such as facial recognition. Whenever a customer’s privacy is threatened, it is important to understand how to solve and alleviate these concerns by gathering human insights.
Huifan facial recognition device

3. Happy medium?

Facial recognition technology may not be available soon. In fact, Apple recently announced that all their new iPhones only have Face ID, and if consumers choose to upgrade their devices, they have no choice. Whether we like this technology or not, the company must pay close attention to the needs and expectations of customers, which is crucial. Some people may like this technology, and with them, there is a chance to make them happy with a seamless and enjoyable experience. However, others may have serious concerns and their needs must also be considered. For example, if your company does adopt the technology, consider providing an easy way for customers to opt-out. New technologies are both exciting and daunting. It is important to continuously collect human insights to better understand how customers feel about new technologies such as facial recognition, and to adjust products and experiences to meet these needs.


HFSecurity face recognition device


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