Facial recognition is a technology developed from Artificial Intelligence to identify a person by image or video. This system is capable to verify people’s identity according to their face contours. Although it is not a new technology, nowadays its use has become more noticeable and accessible, as it is now used in innovative solutions such as personal photo applications and authentication for mobile devices. The facial information is collected by a software, analyzed and compared with other patterns. When the image of a real person is captured and it is recognized by a software according to its database, there is a match, which means that the software identifies who that person is.
Artificial Intelligence market has been growing exponentially on the last few years, and the expectation is that this field will not stop developing. According to the market research firm Tractica, in 2018, the global artificial intelligence software market had revenues around $9.5 billion and it is expected to reach the mark of §118.6 billion by 2025.
Facial recognition can be used in many cases, but let’s take the most simple and ordinary example, our cellphones. Big part of the new devices already come with the feature “facial recognition” offering the users safety and convenience, as they don’t have to use passwords for block/unblock their phones and to use some Apps, such as banks Apps and others.
The FBI is also another expressive case, where they have a database with more than 641 million photo faces and use this technology to identify people when they need to.
How does it work step by step?
How it changes the advertisement and marketing strategies?
Besides the mobile phone and apps utilization, companies like Facebook have been using facial recognition to identify faces in photos and more. This use has a big impact on advertising and marketing strategies.
ViaQuatro, which is a company that manages one of the subway lines in Sao Paulo (Brazil), recently installed interactive doors that display ads and monitor people’s face to map their expressions and reactions to the ads exhibited on the doors. The technology allows them to measure the number of views, the audience sex and age and classifies their behavior in four types: happy, dissatisfied, surprised or neutral.
Other companies have been also using this software to improve their user experience. The Caliburger, one restaurant in California, implemented facial recognition to its loyalty program. The software recognizes customers registered in their system and based on their history makes suggestion of orders and offers their favorite meal. Their system also allows customers to replace the traditional credit card payment for facial recognition payment.
Facial recognition and artificial Intelligence are a huge interest for many companies, and it can mean a revolution on their marketing strategies. Are you ready for the digital transformation? Do you know how your business can improve customer experience, using technology?