Facial recognition technology serves more purposes than just mass surveillance. This technology also has a range of commercial applications. On Geek Tamin, Joel Rosenkrantz, FaceFirst’s chief executive explained the technology saying, “Someone could approach you and give you a cappuccino when you arrive, and then show you the things they think you will be interested in buying.”
This technology’s major commercial applications have to do with retail. Marketers use the technology to gain extra information on customers to help sell their products and services more efficiently. This data can impact the entire marketing strategy. Retail and other sales staff rely on facial recognition technology to offer the customer a more personalised shopping experience.
Furthermore this technology has security applications, Retail chains, service stations and even business headquarters can use this technology to find threats. These threats are immediately recognised and taken care of promptly. This prevents stock reduction and employee risk.