AI Cameras Aim to Guess Shopper’s Age, Sex and Mood

 

Facial recognition technology is increasingly being used today in many places in the United States and overseas. Such systems use machine learning tools to scan faces in an attempt to recognize particular individuals.

Many police agencies across the world have long used facial recognition technology to search for and help catch criminals.

The technology has also been used at some U.S. airports to help confirm the identity of passengers and get them on flights. It is also used to unlock phones or other electronic devices, and in some cases, even cars. Some robots use facial recognition to recognize the people it is communicating with.

Now, a similar technology - known as facial detection - is entering a new field: the business of advertising¹. Facial recognition technology is meant to identify a specific individual. Facial detection systems aim to detect the presence of a person and try to predict some facts about them. In the United States, such systems are currently being tested in a small number of stores.

Businesses use cameras set up inside the stores or public area. The cameras scan the faces of individuals and predict their age and sex. Some systems are also designed to judge a person’s emotions.

That information can then be used to target people with real-time advertisements on video screens during their visit to the store.

Several of these systems were demonstrated earlier this year at a gathering² of the National Retail³ Federation⁴, the Associated Press reports.

One facial detection system, developed by a company called Mood Media, aims to judge a person’s “happiness” or “fear” level. Businesses could use such information to get real-time reactions from people as they look at products or video ads in the store. Such a system could also be used as part of a company’s efforts to test the popularity of specific products.

Another company, Cineplex Digital Media, showed off a camera-powered system designed for use in retail businesses, on the street or at bus stops. The company says its product can detect things like whether someone is wearing eyeglasses or has facial hair. That information could then be used to target those people with ads for new glasses or shaving equipment.

Such systems could also be used by restaurants to send ads to people driving up for window service. If the camera recognizes a large vehicle, for example, the system could send an ad for a family-sized meal.

Facial detection technology has reportedly also been placed inside large billboard⁵ signs at Westfield centers in Australia and New Zealand. Britain’s The Guardian⁶ newspaper reported there are currently more than 1,600 camera-equipped billboards⁷ at more than 40 of the company’s retail centers.

Quividi, a French-based company, developed the billboard system. The signs are equipped with cameras with the ability to detect information about people in crowds. Quividi claims the system can correctly predict a person’s sex at least 90 percent of the time, The Guardian reported. It is also designed to detect a person’s age and five levels of emotion – from “very happy” to ‘very unhappy.”

Some privacy groups have criticized the use of such facial detection systems. Pam Dixon heads the World Privacy Forum⁸, a not-for-profit group that researches privacy issues.

“The creepy factor here is definitely a 10 out of 10,” she told the AP.

Dixon added that the technology could lead to some discriminatory methods. For example, a business could raise the price of a product or service based on a person’s age. Or it could target a person with an ad for an anti-depression drug if the individual appears to have a sad facial expression.

“We shouldn’t be gathering the emotional state of anyone,” Dixon said.

One company testing the technology in two of its U.S. stores is large food retailer⁹ Kroger. The company told the AP its cameras aim to predict a shopper’s age and sex. But Kroger said the personal information is anonymous¹⁰ and not stored away.

Quividi, the maker¹¹ of Westfield’s billboard system, says on its website that it only stores anonymous information “that describes the size and the demographics of an audience.” The company added that it does not keep any identifiable information about people and does not record any images or video.

Supporters of the technology say it could improve the buyer’s experience by drawing attention to products they might like or by offering them special deals.

I’m Bryan Lynn.

Words in This Story

scan – v. to examine or study all parts of something carefully

unlock – v. to open or free; to undo¹²

detect – v. to discover what something is

screen – n. a flat area on an electronic device, such as a television or computer

retail – n. the sale of goods to individuals in relatively¹³ small amounts for use by them, not resale

shave – v. remove hair from the face by cutting it close to the skin

creepy – adj. strange and possibly frightening

factor – n. something that influences a result

anonymous – adj. not identified by name

demographics – n. qualities of an individual, such as age, sex, and how much money they make

1 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

2 gathering   

n.集会，聚会，聚集

参考例句：

• He called on Mr. White to speak at the gathering.他请怀特先生在集会上讲话。
• He is on the wing gathering material for his novels.他正忙于为他的小说收集资料。

3 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

4 federation   

n.同盟，联邦，联合，联盟，联合会

参考例句：

• It is a federation of 10 regional unions.它是由十个地方工会结合成的联合会。
• Mr.Putin was inaugurated as the President of the Russian Federation.普京正式就任俄罗斯联邦总统。

5 billboard   

n.布告板，揭示栏，广告牌

参考例句：

• He ploughed his energies into his father's billboard business.他把精力投入到父亲的广告牌业务中。
• Billboard spreads will be simpler and more eye-catching.广告牌广告会比较简单且更引人注目。

6 guardian   

n.监护人；守卫者，保护者

参考例句：

• The form must be signed by the child's parents or guardian. 这张表格须由孩子的家长或监护人签字。
• The press is a guardian of the public weal. 报刊是公共福利的卫护者。

7 billboards   

n.广告牌( billboard的名词复数 )

参考例句：

• Large billboards have disfigured the scenery. 大型告示板已破坏了景色。 来自辞典例句
• Then, put the logo in magazines and on billboards without telling anyone what it means. 接着我们把这个商标刊在杂志和广告看板上，却不跟任何人透漏它的涵意。 来自常春藤生活英语杂志-2006年4月号

8 forum   

n.论坛，讨论会

参考例句：

• They're holding a forum on new ways of teaching history.他们正在举行历史教学讨论会。
• The organisation would provide a forum where problems could be discussed.这个组织将提供一个可以讨论问题的平台。

9 retailer   

n.零售商(人)

参考例句：

• What are the retailer requirements?零售商会有哪些要求呢？
• The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。

10 anonymous   

adj.无名的；匿名的；无特色的

参考例句：

• Sending anonymous letters is a cowardly act.寄匿名信是懦夫的行为。
• The author wishes to remain anonymous.作者希望姓名不公开。

11 maker   

n.制造者，制造商

参考例句：

• He is a trouble maker，You must be distant with him.他是个捣蛋鬼，你不要跟他在一起。
• A cabinet maker must be a master craftsman.家具木工必须是技艺高超的手艺人。

12 undo   

vt.解开，松开；取消，撤销

参考例句：

• His pride will undo him some day.他的傲慢总有一天会毁了他。
• I managed secretly to undo a corner of the parcel.我悄悄地设法解开了包裹的一角。

13 relatively   

adv.比较...地，相对地

参考例句：

• The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
• The operation was relatively painless.手术相对来说不痛。