Facebook is developing a facial recognition technology that will allow retailers to see information based on their customers’ user profiles as they shop in store.
The technology would link in with cameras in high street stores to allow brands and retailers to target products and services to their customers based on information on their Facebook profiles, the Times has reported.
A patent application seen by the newspaper shows that the facial recognition technology would facilitate better customer service for those visiting physical stores. For example, it says, “a customer recognition system intelligently detects and notifies a merchant when a customer is in need of assistance based on the customer’s facial expression”.
“It can also identify a product associated with the customer need. In some examples, the customer recognition system identifies a user profile … determines a trust level for the customer based on user profile information and … causes a secured product display to provide a customer access to a secured product.”
Alongside this technology, Facebook is also said to be trialling facial recognition at till points, to allow payment via the technology.