Near future
No Result
View All Result
December 5 2023
  • Home
  • Tech
  • Healthcare
  • Ambiente
  • Energy
  • Transports
  • Spazio
  • AI
  • concepts
  • H+
News about the world of tomorrow.
CES2023 / Coronavirus / Russia-Ukraine
Near future
  • Home
  • Tech
  • Healthcare
  • Ambiente
  • Energy
  • Transports
  • Spazio
  • AI
  • concepts
  • H+

News about the world of tomorrow.

No Result
View All Result
Technology

The next goal of marketing? Our face

Through face scanning, marketing prepares for a new landing in our life, to reach us everywhere.

October 17, 2022
Gianluca RiccioGianluca Riccio
⚪ 5 minutes
Share31Pin8Tweet20SendShare5ShareShare4

Follow the Futuro Prossimo Whatsapp Channel! Daily updates and extra content.

Sign up for free

Readers! It is the advertiser who speaks to you in this post. Targeted marketing has been common in businesses for a long time. They do, and you know it, you authorize them. By collecting demographic and behavioral data, companies can identify the subsets of the population most interested in what they have to offer. To do what? Well, to reach us. Everywhere. With direct ads from social networks, in SMS, on emails, in pay per click campaigns. Everywhere.

More recently, companies have started using the facial recognition for targeted advertising, with great results. The use of face scanning is not yet widespread because there are still ethical concerns and privacy reasons to prevent it. What do you think? First, however, a small step back.

What is facial recognition?

Facial recognition is a computer vision and artificial intelligence (AI) application that uses intelligent algorithms to identify human faces in photos and videos. Today the applications of facial recognition combined with AI are many, and in many sectors. Biometric identification and verification, home security, automatic photo tagging, cashless outlets.

Advertising would be only the last of the conquered territories. And someone has already planted the flag. A case study, in particular, can give you an idea of ​​the possible future upheaval.

The Walgreens case

Walgreens, an American pharmacy brand, was among the first to launch one public facial recognition advertising campaign through its "Smart coolers". A series of beverage refrigerators and display dispensers, equipped with face scanners. Beginning in 2019, these gizmos began collecting data on the age and gender of shoppers, and began targeting different ads to different people.

For example, if the face scanner recognized that the buyer was a teenage woman, the screen on the Smart Cooler would show an ad specifically targeted to her. And that's not all: there was also iris tracking technology to collect data on which items were viewed most frequently.

Triumph! No. I was joking. That is, triumph, yes, but also uproar. Walgreens he found himself in a storm of public reaction and lawsuits.

The article continues after the related links

Deepmind AI, an 800-year leap forward in materials science

ChatGPT is not a human mind, but not a simple machine either

Marketing face scan
The "smart" refrigerators and their targeted ads

Is facial recognition advertising a bad thing?

Not necessarily. I'm the last (also given the work I do) to be able to be a moralist, but advertisers don't all live in hell. On the contrary. The limits of ethics are serious for us. They have to, they should be.

For this I tell you that there are solid data privacy laws such as the GDPR which in Europe regulate the use of personal data. If it respects these limits, such a technology can be valuable: certainly for companies, but to some extent also for end users.

Am I sure that all companies will respect the limits of ethics and privacy? No. I'm not sure. Using such technology greatly enhances a brand's publicity, making its users enormously popular. This is why we need to talk about it. My favorite future is one that plays fair.

The (precious) face of our future

However you think, Research shows that facial recognition technology will make significant progress in all areas in the near future. Even in marketing. What advantages can companies get? Mainly of three types.

1. Define repeat customers

By scanning their face, a company can identify customers or users who frequently purchase their services or products. They can build loyalty or reach them with offers targeted on their physical or demographic characteristics.

2. Perform effective tests

When a new product is launched, companies can use behavioral data collected through facial recognition to test it with a select audience prior to a large-scale launch. From the face, advanced facial recognition software can also detect and measure emotions, evaluating how people respond and interact with a product.

3. Optimize physical locations

Businesses with stores across multiple locations can use facial recognition technology to count the number of store visitors at each location, and determine which locations, times, and factors allow for the highest number of visitors. They can investigate the reasons for the slowdown in sales in places that get less foot traffic and improve retail.

"When you look into an abyss for a long time, the abyss also looks into you" (cit.)

The worst face of the future: the risks of this technology

Marketing and advertising through facial recognition carry a number of risks. A major concern is that people's personal data is collected and used without their consent. The face is only a door, through which to obtain more and more detailed data on age, gender, even emotions.

Knowing so much about people can also lead to communication activities that cross the line of what is lawful, overcoming the limits of persuasion to lead to those of manipulation.

All elements that must be carefully considered before making any decision on the implementation of this technology.

Final thoughts on ubiquitous advertising, from the sky to the face

Facial recognition technology is a game changer for businesses. Something makes me think that, like it or not, it will be the future of targeted advertising. Many organizations are gearing up to adopt facial recognition ahead of the competition. It is a race that does not give the idea of ​​being able to stop (even starting to caress the possibility of "raining" straight from the sky, Or of whisper to us in our sleep).

With the ability to scan our face and determine key consumer attributes, marketing will make us feel its breath ever closer. And it's a very, very heavy breath.

Tags: artificial intelligencemarketingFacial recognition


GPT Chat Megaeasy!

Concrete guide for those approaching this artificial intelligence tool, also designed for the school world: many examples of applications, usage indications and ready-to-use instructions for training and interrogating Chat GPT.

To submit articles, disclose the results of a research or scientific discoveries write to the editorial staff

Latest news

Granville T.Woods, the African-American genius that Edison tried to steal

Basic income in Kenya: surprising results from the global experiment

Small as an A4 sheet: The crazy Arma electric scooter

Traumatic brain injuries, EyeD can save your life in minutes

Cerabyte, the incredible ceramic memory: 10.000TB in one hand

The "dream" of robotic pizza fails: half a billion dollar collapse

No-Kids, more and more people choose life without children (and regrets)

The EU is making a big push for the cleanest energy in the world

Prophetic, the startup that wants to make us work even in our sleep

Blue zones: do they really exist or are we wrong?

Goodbye neonatal test: will children be born with their genetic future already written?

Anthrobots, human cells transformed into robots that heal wounds

Follow us on the Futuroprossimo channels! We're up Telegram, Whatsapp, Instagram, Facebook, Twitter, Mastodon, Analysis.

FacebookTwitterInstagramTelegramAnalysisMastodonPinterestTikTok

The daily tomorrow.


Futuroprossimo.it provides news on the future of technology, science and innovation: if there is something that is about to arrive, here it has already arrived. FuturoProssimo is part of the network ForwardTo, studies and skills for future scenarios.

  • Ambiente
  • Architecture
  • Artificial intelligence
  • Gadgets
  • concepts
  • Design
  • Medicine
  • Spazio
  • Robotica
  • Work
  • Transports
  • Energy
  • Edition Francaise
  • Deutsche Ausgabe
  • Japanese version
  • English Edition
  • Portuguese Edition
  • Read more
  • Spanish edition

Subscribe to our newsletter

  • The Editor
  • Advertising on FP
  • Privacy Policy

© 2023 Near future - Creative Commons License
This work is distributed under license Creative Commons Attribution 4.0 International.

No Result
View All Result
News about the world of tomorrow.
  • Home
  • Tech
  • Healthcare
  • Ambiente
  • Energy
  • Transports
  • Spazio
  • AI
  • concepts
  • H+