Facial Recognition Software and How Marketers Can Utilize It

Facial recognition software technology is evolving. And as it continues to grow, more businesses are taking its potential value as a marketing tool under consideration.

Some have actually made the bold move to actual implementation. In the States, its most common application is use as a tool for marketing personalization, but as the technology improves, it will surely be implemented elsewhere as well.

For example, startup SceneTap utilizes facial recognition to power the mobile app it has designed to scout the bar scene.
A combination of software and hardware enables the company to use the technology anonymously to collect age, gender and other information about the people in a given venue – all in real-time.
In turn, this data helps venue owners know more about who is in their facility, in addition to other details that could be useful in day to day business operations.

Artificial intelligence software maker Immersive Labs is also taking advantage of facial recognition.
The New York-based firm is using the technology in increasingly popular smart signboards. By incorporating facial recognition software and cameras, these digital billboards are capturing the gender, age range and even the attention level of the people who pass by.
Once that information is obtained, the digital signage serves up targeted advertisements based on the person’s demographics.

Facial Recognition Software Marketing Benefits

Facial recognition is growing in usage, and it is all because of the flexibility the technology has to offer.

facial recognition software
Photo Credit: Harvey Dogson

Here are some of the top marketing benefits:

  • Easy Capture Process
    SceneTap and Immersive Labs are two examples of how efficient facial recognition software can be at capturing information.

    This makes it a hassle-free solution in various scenarios. No need to bother with finger printing or iris scanning. Facial recognition makes it possible to obtain the necessary details up close, from a distance, or even via video.

  • Accurate and Reliable
    Like most new technology, facial recognition is not perfect, but it’s accuracy may surprise you.
    With efficient software, it is capable of recognizing facial features even after an individual has undergone changes such as the inclusion of sunglasses or the growth of a beard.

    On top of that, it already has a reputation for recognizing faces and information at an impressive rate of speed.

  • Versatile Solution
    Last but not least, facial recognition can be useful in numerous applications, which is ultimately why we are increasingly seeing it implemented in such a broad range of areas.

    Access control, security, and criminal investigations are just some of the many fields adopting facial recognition software. From corporate procedures to law enforcement, this technology has a little something for almost every vertical.

Consumer Concerns

While facial recognition software is increasingly popping up on the minds of marketers, it isn’t quite catching on with consumers as of yet.

And with all the privacy issues that accompany the internet, smartphones and the digital channel in general, it’s hard to see them getting behind it any time soon.
With privacy concerns already on the rise as public video and photo surveillance is on the rise, many consumers are going to be resistant to having more cameras pointed at them.
Until it can appeal to consumers on a broad scale, facial recognition may continue to be a useful, novelty technology.

Francis Santos, graduated from Cal State Long Beach and journalist, is a best practices activist and advocate for leading web and permission-based html email marketing software.

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