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Facial Recognition Is Already Here: These Are The 30+ US Companies Testing The Technology

Author: huifan   Time: 2020-12-29

Facial recognition is already here: these are more than 30 American companies testing the technology

From the beginning, a company in the United States used facial recognition technology to process fast food orders, and has gradually applied it to makeup and gradually issuing life insurance policies and other things closely related to life.
Although we most often notice facial recognition when unlocking a smartphone or laptop, it will soon play an important role in everything from travel to shopping and even fast food.
Biometric technologies such as facial recognition can quickly and accurately identify a single person and their emotional state, making it a powerful tool for ensuring safety and preventing fraud.
But by seamlessly registering tired travelers to hotel rooms or authorizing hospitals to provide better patient care, this can also make life more convenient.
Facial recognition is still an emerging technology, and major companies headquartered in the United States are actively pursuing vertical fields ranging from energy to insurance. We can see from a commercial point of view that the technology of facial recognition is very popular now, but there are also some observers who consider this technology from the rights of citizens' freedom and privacy to be controversial.

Whether it's allowing people to buy goods and services through selfies, or helping busy rental car drivers get on the road in record time, we will study how several American companies use facial recognition technology today.


1. Facial recognition services will be developed by technology companies for government law enforcement

According to CB Insights' patented analysis tool, in the United States, interest in facial recognition technology is surging, and multiple companies are developing the technology for law enforcement applications.
For example, Amazon is selling its facial recognition technology (called Amazon Rekognition) to law enforcement agencies. The service promises functions such as "real-time analysis" and "face-based user verification" on video streams. In addition, the company applied for a patent in 2018 that explored more layers of identity verification, including requiring users to perform certain actions, such as "smile, wink or tilt his or her head."
According to reports, Seattle-based Axon AI (fka Taser International) is committed to developing law enforcement technology and is currently seeking to add facial recognition technology to its software products. According to the "Financial Times" report, the company has applied for a patent containing facial recognition technology, which will help "identify individuals and obscure sensitive information in police cameras."
Artificial intelligence company Veritone has developed facial recognition software called IDentify, which can compare images with images in a criminal database to help match potential criminal suspects. Julian Harvey, deputy chief of the Anaheim Police Department, said the system was described as "very accurate."
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2. Automakers use facial recognition to control car access

Automakers are testing facial recognition for driver authentication, which may help reduce car thefts.
Ford and Intel collaborated on a project called Project Mobil, in which the dashboard camera uses facial recognition technology to identify the main driver of the vehicle or other authorized drivers, such as family members. If someone other than the driver is authorized to sit in the driver’s seat, it may be a use case that prevents the car from starting.
This in-vehicle facial recognition method can also be used to personalize each driver’s driving experience and calibrate the car’s settings for the person driving-such as automatically adjusting the music volume, the driver’s seat position and even the speed of the car.
In addition to facial recognition technology, Ford Motor Company also obtained a patent for a biometric device that does not use a key. This device was authorized to drivers in 2015 to use various biometric recognition (including but not limited to facial recognition and fingerprint recognition) to control the operation of the vehicle.. The smartphone-controlled device is also conceived as being able to temporarily enter and exit the car.
Chrysler's Portal minivan, which debuted at CES in 2017, takes this concept one step further. The Chrysler Portal concept car uses technology jointly developed by Panasonic Motors and Sensory Inc. to allow the driver to sit in the seat for a preliminary scan, and then fill in to list their driving preferences. Since then, external cameras can recognize the driver when they get into the car-automatically adjust the seat, radio and preferred climate control settings before they enter the car. The company hopes that this technology can be put into use in 2020.
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3. Banks use facial recognition for identity verification

Few departments can get such a high premium on security and fraud prevention like the banking industry, and US-based banks have already considered facial recognition while taking into account two priorities. Chase, HSBC (HSBC) and NASA (USAA) use Apple’s FaceID to allow customers to securely log in to their mobile banking applications, while Lloyds Bank in the UK is using Microsoft’s bio Identification technology to test similar functions.
According to reports, Bank of America is also working hard to implement this function. In May 2019, Bank of America obtained a patent for an authentication system that uses a variety of biometric technologies (including facial authentication).
Financial institutions also use facial recognition to simplify payments. For example, since 2016, MasterCard has been experimenting with a feature called "selfie payment" in which customers use their mobile phone cameras to approve online purchases. Amazon applied for a patent for a similar payment method in 2016.

4. Beauty brands let customers try makeup virtually

Beauty brands also find facial recognition attractive and integrate it into the process of purchasing cosmetics.
When MAC uses facial recognition technology for physical makeup shopping, it allows customers to virtually "try on" makeup using the in-store augmented reality mirror.

5. Energy companies are using facial recognition technology to ensure safety, payment and driver health

Energy companies are using facial recognition for various applications, including security, security, and payment methods. Chevron is clearly trying to use facial recognition technology to detect the fatigue of truck drivers in order to improve safety and productivity along fuel transportation routes.
For safety reasons, facial recognition technology is also deployed in the factory to help ensure that only authorized personnel are allowed to enter sensitive locations. Currently, one company that is pushing this solution into the energy sector is Digital Barriers.
In addition, energy companies are using this technology to simplify the fuel payment process. In 2018, ExxonMobil cooperated with WEX to launch a software called DriverDash, which is a software that can be used by fleet drivers. The software functions include fuel payment, facial recognition authorization, and transaction recording. Features.

6. Food and beverage brands provide personalized experiences by recognizing customers

Food and beverage companies are seeking to use facial recognition technology to create a better customer experience. California fast food chain Cali Burger allows customers to use facial recognition to quickly access their loyalty program accounts on self-service kiosks-allowing them to view previously purchased items, view personalized recommendations and receive special discounts.
Since 2017, KFC has tested a similar plan in China, allowing customers to use the facial detection payment system provided by the Chinese technology giant Alibaba to pay for meals. BurgerFi, a Florida chain, is also using facial recognition technology to simplify the ordering process and remember customers’ personal preferences. Confectionery maker Lolli & Pops uses facial recognition to personalize the customer experience for its VIP customers in a similar way.
Some food companies have integrated facial recognition technology into marketing activities. For example, the frozen pizza brand DiGiorno used facial recognition in a 2017 marketing campaign, in which he analyzed the facial expressions of people at DiGiorno-themed parties to assess people’s emotional reactions to pizza.
The beverage giant Coca-Cola has used facial recognition in a variety of ways around the world. For example, the recycling of some vending machines in China, the placement of personalized advertisements on vending machines in Australia, and the rewards for customers who conduct event marketing in Israel.
Another American giant, McDonald's, is currently using facial recognition in its Japanese restaurants to assess the quality of customer service provided there, for example by analyzing whether its employees are smiling while assisting customers.

7. Healthcare companies are using facial recognition to improve patient care


Healthcare companies are exploring the use of facial recognition for a variety of purposes, including preventing fraud during insurance claims and helping improve patient care.
Cigna, a US-based health insurance company, allows Chinese customers to file health insurance claims that use photos instead of written signatures to reduce fraud.
At the same time, hospitals are seeking to use facial recognition to help patient care. Use cases tested include the use of facial recognition to access patient records, simplify patient registration, detect patient mood and pain, and even help identify certain genetic diseases. As biometrics becomes cheaper and cheaper, the adoption of healthcare is expected to increase in many areas.

8. The hotel greets guests with the help of facial recognition

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The hotel industry is using facial recognition technology to improve hotel accommodations. In 2018, Marriott Hotel began experimenting with facial recognition to speed up the check-in process at its two hotels in China. If the test is successful, Marriott plans to begin to promote this technology to hotels around the world.
Facial recognition can be used in other ways to help guests provide a better experience. For example, some industry observers speculate that concierge staff can use facial recognition in conjunction with augmented reality technologies such as Google Glass to automatically identify guests before they arrive at their desks, quietly dial their customer information and provide them with personality Greetings.

9.Insurers price premiums by analyzing faces

For insurance companies, using facial recognition technology to provide quotes for life insurance policies may soon be commonplace.
Insurance technology company Lapetus has developed facial recognition technology that can assess common health conditions, such as smoking-related diseases, to help insurance companies price life insurance premiums. Lapetus is currently testing Chronos products with many insurance companies.
The American insurance company Legal & General America and Lapetus collaborated in 2018 to launch an online tool called SelfieQuote. The tool is aimed at young consumers and uses facial recognition technology by estimating the person's age, gender and body mass index (BMI)-although this service is offline.
In the future, insurance companies may seek to combine such technologies with data from fitness trackers and other devices to provide companies with more ways to assess the health of potential customers.

10. Retail giants track faces to combat theft

Although retailers are not always willing to discuss whether they are currently using it in stores, retailers have shown interest in facial recognition to prevent shoplifting and analyze customer emotions.
Target and Walmart have tried facial recognition to combat shoplifting and fraud. Lowe's also admitted that it uses facial recognition for this purpose, and Saks Fifth Avenue reportedly used facial recognition in its Canadian store.
In addition, Wal-Mart is obviously developing facial recognition technology to analyze the mood of customers when they check out in its stores. Walmart received a patent in March 2018 that describes a method for tracking shoppers' activity around the store in a variety of ways, including through facial recognition. Retail giants may use this technology to design more efficient stores or optimize the placement of displays in stores.
At the same time, Facebook has applied for a patent on a variety of facial recognition technologies in the store. This technology patent can provide more retail store employees with customer information. These customer information are obtained from various social media information through facial recognition. This patent can provide more personalized services.

11.Travel companies are using facial recognition to enhance security

American Airlines is deploying facial recognition capabilities to enhance the security of airports across the country. According to reports, Delta Air Lines, JetBlue Airways and American Airlines are airlines that support security-focused facial recognition programs as part of the Department of Homeland Security's push to use more facial recognition technology in US airports.
In addition to security, facial recognition is also used to help travelers board planes and rent cars. For example, JetBlue is using facial recognition technology to simplify check-in procedures on certain international flights, and Hertz is testing a “Hertz Fast Lane” for pre-registered customers. Biometric Services-The company claims that it can speed up the leasing process by 75%. Hertz hopes to extend this service to more than 40 major airports by the end of 2019.





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