Recently, the buzz around facial recognition technology is getting higher and higher. Face recognition technology is an artificial intelligence system that can identify individuals by comparing 2D or 3D images in digital photos or video frames with pre-stored images in a database. Given that security is a top priority in 2020, the prospect of identifying criminals and preventing security fraud is particularly attractive to customers.

However, not everyone has a positive view of this technology and may need to be considered on a case-by-case basis. For example, 59% of U.S. adults surveyed by the Pew Research Center say law enforcement can use facial recognition technology to assess security threats in public places, but only 15% of advertisers believe that people see people How to respond to a public ad display when agreeing.

Acceptable facial recognition uses

Acceptable facial recognition uses


Will facial recognition ultimately protect customers? What strategies might expose them to unnecessary risks? eMarketer shares important insights on how to use biometric marketing today and how best to use the technology in the future.

Here are some trends to consider:

  • The efforts of large tech companies to popularize the concept of AI are opening the door to applications, such as health and safety efforts. Toyota recently came up with the idea to analyze the driver's facial expressions for signs of distress to trigger the vehicle's autonomous response to prevent accidents.
  • Mobile devices are expected to play an important role in the growth of facial recognition technology, as the annual revenue of the global mobile biometrics market is expected to grow from USD 26.2 billion in 2019 to USD 50.6 billion by 2022.
  • Facial recognition is useful for who want to capture reactions that users typically don't talk about, but they will avoid sharing their personal information when customers use it for purposes that constitute invasive or personal gain.
  • Patents from companies such as IBM and Microsoft show that the technology will not be in place soon, but the focus will be on law enforcement, security, access control, and biometric payment security to minimize customer churn and avoid customer concerns.

Want to know the latest trends and related trends that affect your business every day? Fill out the form below to query eMarketer membership to get new content from eMarketer every day.

See also  Central bank digital cash will supplement cryptocurrency: analyst