Targeted marketing campaigns, loss prevention, promotional events, secure login or easy access. The scenarios of using facial recognition technology are many.
#1: Log on with your face instead of a password
A situation where the use of facial recognition makes good sense is the daily use of passwords in the office or at home. With Windows Hello, you can use your face, iris or fingerprint instead of a password to log on to all of your Windows 10 devices. Windows encrypts your data, so it is safer to use facial recognition or fingerprint than a password.
#2: Display targeted content on monitors
The technology can also be used for accessing gender and age. Plan UK is a humanitarian organization that helps children in the developing world. In their “Because I’m a Girl” campaign they used digital billboards that scanned the viewers’ face before showing different ads depending on gender.
#3: Create a promotional event
The technology behind facial recognition can also be used for registering facial expression. The coffee company Douwe Egberts used facial recognition for a unique promotional event at the OR Tambo International Airport in Johannesburg. A camera scanned the passers-by, and when it caught someone yawning, it triggered the vending machine to brew a free cup of coffee for that person.
#4: Prevent shoplifting
Facial recognition can give shop owners a new tool for loss prevention. If a person that has previously been caught shoplifting enters a store the person is recognised instantly. The cameras installed in the store also make it possible to register the customers’ behaviour and e.g. target the content shown on in-store displays.
#5: Grant easy access
The last example of a way of using facial recognition comes from NaviPartner’s ticketing system, NP Entertainment. At the entrance of attractions club members no longer need to rummage through their purse to find their admission card; they can simply look into a camera.