There are many ways to identify a person and like everything else, technology has played a crucial role in its evolution. Back in the day a person was known by the name of his village or his profession, with time he was known by his name and soon the concept of an identification document came into being. The physical identification card was soon replaced with biometrics. So what is next? In a world where Artificial Intelligence and Big Data is leading the way, hyper-personalization is the future and facial recognition technology is likely to be a key player.
Facial recognition technology has already permeated our day-to-day lives – it unlocks phones, prompts tags on Facebook and how can we forget Snapchat or Instagram filters. The every seeing eye of the movie Minority Report or the invasive observer of cult series Black Mirror – these images have framed our understanding of face recognition. The technology, however, has evolved much beyond cool tricks and is set to shape business over the coming years.
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Today, facial recognition technology is being tested and used in different industries for varied purposes such as security, verifying identities, marketing, consumer research, social awareness campaigns and much more. For governments, facial recognition technology has many benefits related to security and identity management for instance Aadhaar in India and Social Security Number in the US. It’s also used by law enforcement globally to identify, monitor and catch criminals. The technology helps prevent identity fraud with some airlines and airports using biometric facial recognition scans to check in passengers instead of tickets.
But what excites me the most is the potential face recognition technology holds for marketing. With facial recognition technology not only will knowing the customer take a deeper meaning, marketers will also be able to use Big Data to create specific and targeted campaigns, down to a single customer! The AI technology can pretty much read a participant’s face along with unbiased and unfiltered emotions and expressions. The study of these emotions can help brands better understand their consumers and build a stronger emotional connection. The next step would be to target products in real time to shoppers, taking modern marketing to different heights.
Here are some innovative campaigns that showcase the promise facial recognition technology holds for marketing.
Hyper-Personalization
Expedia along with Hawaii Tourism Authority created a global marketing campaign: ‘Discover Your Aloha,’ to promote travel to the Hawaiian Islands. Expedia Media Solutions used facial recognition software to measure viewers’ reactions as they engage with the video content showcasing the beauty and culture of the islands. The facial recognition algorithm identifies the personal preferences of the viewer based on his/her reaction to the video and produces a customized travel recommendation/itinerary. This is almost a ‘dream come true’ scenario for marketers where one can use technology to read emotions and expressions and produce a desired product.
Experiential Billboard Campaign
An early mover, GMC created the world’s first responsive facial recognition campaign to advertise their SUV Acadia in 2016. Using hidden cameras, the experiential billboard was able to detect gender, facial expression, age and composition of the audience. Based on the reactions, one of 30 responsive videos played, providing each consumer with an advert personalised to them. This campaign worked wonders in grabbing and holding the attention of passersby who would usually overlook billboards.
Banking With A Selfie
The convenience, speed and safety benefits of the AI backed technology have been experienced in the banking sector. MasterCard found a way to save the hassle of remembering passwords with Selfie Pay aka MasterCard Identity Check. Instead of memorising alpha-numeric passwords, users can confirm an online payment by just showing their face to their phone camera. HSBC tried to simplify its application process by allowing its business customers to do it with a selfie. The image is checked against a passport or driving license uploaded by the user to verify his/her identity.
Mood Advertising
The South African coffee company Douwe Egberts devised a target marketing idea by using facial recognition technology to dispense free coffee to people that were yawning. The ability of an advertisement to adjust based on the mood of the audience holds great promise and paves the way for hyper-personalization. This use of emotion detection advertising is the future of marketing.
Public Awareness Campaign
This unique campaign was launched by Women’s Aid in London as a domestic abuse awareness stunt to mark International Women’s Day. The billboard had an image of a woman with cuts and bruises. Equipped with face recognition technology, bruises on the woman would start to heal and disappear when people looked at it. It cleverly reminded passersby of the dangers of ignoring abuse.
Despite the vast potential of facial recognition technology, a marketer needs to be cautious. It is pertinent to research and understand whether the market approves or disapproves of such technology. When working in a foreign market, it is also imperative for marketers to study and understand the facial expressions and body language peculiar to that culture. Misinterpretation of culture can be extremely detrimental for a brand. Then there is the issue of privacy and security. While some may approve of facial recognition technology and enjoy personalized marketing, others may not be happy given its ability to profile and exploit emotions. However that discussion merits a separate blog.
But one thing is for sure, we will see more use and integration of facial recognition technology in this decade. The future, however, belongs to authentication solutions that borrow from all aspects of biometrics and are capable of guaranteeing complete security and privacy for all.