What You Need to Know About Face Recognition

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Up until now, we have explored face recognition history and how facial recognition software is being used today. There are many amazing new uses for face recognition, including security to make it more difficult for terrorists to travel through a country’s airports, train stations, etc., tracking to help find missing persons or victims of sex trafficking, and marketing that is better suited to the customer’s needs. In this article, we will focus on what you need to know about face recognition.

Many Love it, Many Hate It

When some people think of face recognition technology, they think of huge corporations, airport security, and maybe even the face recognition iPhone X. They may feel that face recognition systems are a good thing to have in place to make life simpler and safer. Others may feel that face recognition is a violation of their privacy and believe that they are avoiding it altogether. They might think that by not purchasing the iPhone and staying away from large cities and traffic cameras that they are keeping their images away from this technology. If you are one of those who feel that you’ve managed to keep your face to yourself, you might be wrong.

Your Social Media Images are Being Used by It

PNJ Technology Partners shares that your images on social media are used by face recognition software. The article explains, “If you post a picture on Facebook, there’s an algorithm, or computer code, that encourages you to tag your friends. It will also suggest the names of people whether you tag them or not.”  That last sentence shows that even the people who you didn’t tag have been picked out by the face recognition app. So even if you refuse to allow tagging of your photos, they may already be in the database used by face recognition technology. In fact, according to Entrepreneur Magazine, “Facebook holds the single largest collection of facial data.”

It Can Gauge Your Emotions as You Scroll

Another interesting fact that Entrepreneur shares in an article from March of 2018 is that face recognition software can actually gauge your emotions while you are scrolling social media. At the time of the article, Facebook had recently acquired a new patent for something called “Techniques for emotion detection and content delivery.” Facebook’s “DeepFace” captures the facial expressions of the social media user in real-time, via their camera, while they are scrolling their timelines. This allows the software to determine your emotional reaction to ads, posts, news articles, and more. Why would this be useful? In our next article, we will look deeper into the ways that this technology can be used in advertising and marketing to focus on the needs and desires of the customer.