Many consumers interact with facial recognition technology each day when they unlock their iPhones. Before being added to smartphones, facial recognition technology—which uses biometric data to identify individuals based on their unique facial features—was applied in security and law enforcement. Now, it’s expanding into other sectors and finding new uses.
From retail and healthcare to banking and entertainment, various industries are harnessing the capabilities of facial recognition to streamline processes, enhance security and offer personalized experiences. Still, while some of these developments may be widely welcomed, the public should also be aware of possible downsides. Below, 14 Forbes Technology Council members share some of the ways facial recognition technology is or soon could be widely used that may intrigue—or concern—members of the public.
1. Administration And Safety On College Campuses
Facial recognition technology could offer colleges and hostels numerous benefits. It would enable seamless attendance tracking, improve access control, enhance security and reduce administrative burdens. With its efficiency and accuracy, this technology is a valuable asset for creating a safe and streamlined campus environment. – Madhavi Shankar, SpaceBasic
2. Commercial Real Estate Security
Facial recognition technology is now increasingly used in commercial real estate for advanced security. It helps to accurately identify tenants, prevent unauthorized access and track visitor movements. Not only does this enhance the safety of buildings, but it also streamlines operations including keyless entry, contributing to a seamless tenant experience. – Marc Rutzen, HelloData.ai
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3. Authentication For Banking Services
Facial recognition can enhance security by providing an additional layer of authentication for online banking, mobile payment services and ATM transactions. Using facial biometrics, customers can conveniently and securely access their accounts and authorize transactions. However, the public should be aware of the potential risks associated with the collection and storage of facial data. – Shelli Brunswick, Space Foundation
4. Patient Safety In Health Care
Facial recognition technology is increasingly prevalent In the health care sector. It is used to securely identify and match medical records with patients, improving patient safety and administrative effectiveness. Further, by examining facial clues and emotions to gauge well-being and emotional states, facial recognition technology can help with remote patient monitoring and telemedicine. – Neelima Mangal, Spectrum North
5. As A Replacement For Tickets
In the future, when you purchase an airline or concert ticket online, you won’t receive a paper or even an electronic voucher; you will have to identify yourself through facial recognition technology. The technology will have to become much more sophisticated to ensure accuracy, but it should become much easier to move around in society once it does. – Russ Kennedy, Nasuni
6. As A Replacement For Passwords
It is my hope that facial recognition technology will replace all aspects of password management. As application portfolios grow and digital technology advances, we need a simple way to securely control access to information—a way that does not require someone to remember all their various credentials. – Richard Ricks, Silver Tree Consulting and Services
7. Keyless Car Access
Facial recognition technology is revolutionizing owner access to automobiles. Car maker Genesis’ EV model is leading the way by eliminating the need for traditional keys, and it is expected that other car companies will adopt this feature soon. In the future, convenient and secure vehicle entry will make it difficult to steal vehicles. – Henri Isenberg, ReviewInc
8. Real-Time Customer Feedback
Companies are exploring facial recognition technology to analyze customer reactions and emotions in real time, which would allow targeted advertising and product recommendations based on facial expressions and individual preferences. This raises ethical concerns about privacy and consumer consent, making consumer pushback likely. – Sheraz Ahmed, STORM Partners
9. Rewarding Public Transit Users
Using existing infrastructure, facial recognition in public transit systems could identify and reward commuters who choose sustainable transportation options. Regular users who opt for buses, trains or bicycles over cars could earn fare discounts, incentivizing green commuting and aligning with sustainable development goals. – Amitkumar Shrivastava, Fujitsu
10. Enhancing Retail Customers’ CX
Facial recognition technology is increasingly being used in retail to enhance the customer experience. It can provide personalized advertisements based on customer demographics or identify repeat customers and their preferences to offer tailored services. However, this also raises privacy concerns, highlighting the need for stringent data handling and consent practices. – Indiana (Indy) Gregg, Wedo
11. Refusing Services
Some large venues use facial recognition to identify people who have previously caused incidents or whom they may want to bar from their services. An example is a woman who was prevented from entering Radio City Music Hall due to her employer being involved in a lawsuit against the venue’s parent company. People will forget what you did last summer, but computers have great long-term memory. – Luke Wallace, Bottle Rocket
12. Market Research
It may soon be used to empower marketing research. This might not be particularly obvious, but companies could use facial recognition technology in focus groups by running commercials or demos of their products and using a webcam to register participants’ reactions and perform sentiment analysis. This could help companies detect, in real time, the exact moments in their marketing materials that elicit emotional responses—both planned and unexpected. – Nacho De Marco, BairesDev
13. Airport Passenger Services
The airline industry is one where facial recognition technology is or will soon be widely employed. The technology can be used for airline check-ins and passport security, providing quicker and more practical passenger verification and boosting airport efficiency and security. However, as this technology spreads, worries regarding data security and privacy should be taken into account. – Saad Chammah, Almabani General Contractors
14. Enhancing Guests’ Experiences At Entertainment Venues
Facial recognition technology is gaining prominence in the entertainment industry, particularly in theme parks and attractions. It can be used for ticketless entry, fast-tracking access to rides and attractions, and providing personalized experiences throughout the park. By identifying visitors, this technology enhances guest convenience, reduces wait times and provides a more immersive and engaging experience. – Jagadish Gokavarapu, Wissen Infotech
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