Business
Guide To Use Facial Recognition Search for E-Commerce Businesses
Introduction to Facial Recognition Search
Facial recognition search (FRS) uses deep learning algorithms. It compares a live capture or a digital image with that of the stored data to check its identity. It is a biometric software that maps facial features to match the identity.
Facial recognition technology works with a 3-step process of detection, analysis, and recognition and has been in use for the last few years. Facebook was the early adopter. Apple introduced the Face ID recognition search in 2017. Today, major banks, credit card companies, high-tech giants, and e-commerce platforms are all using facial recognition search.
As per a report by Forbes, the facial recognition market is soaring. While the industry’s market size was $4 billion in 2020, it’s expected to quadruplicate by 2030. Major businesses are upgrading their security and access control systems.
Security scanners at airports have already been using facial recognition for quite some time. It helps e-passport holders clear customs easily. This technology will help customs and Border Protection officials detect passengers with fake passports. FRS is already in use in high-security government facilities and businesses. Places that require a high level of security clearance, such as immigration, visa grants, customs, etc., are already using FRS.
Benefits of facial recognition search
Efficient security
FRS is an efficient verification system. It’s quicker and more convenient to have fewer touchpoints supporting more secure multi-factor verification.
Enhanced accuracy
FRS is one of the most accurate and safest ways to check identity. Most high-security places are using FRS to allow access to authorized people only.
Easy integration
It can easily integrate with most security software. Smartphones with a front camera also have in-built face recognition software.
Facial Recognition in E-Commerce
Facial recognition search is widely used in e-commerce businesses. Facial recognition advertising is the new way to target ads at consumers. High-quality cameras are used to capture live images in real-time. Captured images are then matched with the stored database to cross-check identity.
Apple is using Face ID for unlocking its iPhones and also requires a user to authenticate Face ID for payments via Apple Pay. Encryption of the face is stored in the cloud server. Authentication happens on the device itself.
Amazon Rekognition is an AWS service that works with the Amazon AI suite. It adds facial recognition and analysis features to the application. It helps recognize and detect faces in millions of photos/videos within minutes. It also helps authenticate remote workers by identifying the remote user. FRS helps with home automation, such as automatically turning on the lights or opening the gates.
Google too uses such services as the Google Cloud Vision API. Smart advertisements in airports use FRS to know the gender, approximate age, and ethnicity of passersby to target advertisements as per their demography.
Large retailers are competing with online shopping websites. They are using face seach online recognition to optimize customer preferences and customize the ads accordingly. FRS also helps catch shoplifters.
Amazon and Facebook are using FRS for multi-factor verification to eliminate fraud. Shoppers are prompted to take a selfie and make a lively facial expression to confirm their identity.
Sephora, a recognized cosmetic brand, is bringing live 3D facial recognition, which boosts the conversion rate. The augmented reality feature allows users to upload a still selfie to try and match with various products. Customers are loving the experience as it gives them a real feel. Such products are available only on their websites and help boost sales.
Alibaba has invested in facial recognition technology heavily. It’s using the FRS for tracking customer movement and sponsoring promotions based on such trends. In 2017, Alibaba and KFC jointly launched Megvii, which is a Chinese facial recognition system. This service allowed customers to pay for their meals using their faces.
Ant Financial also acquired EyeVerify, a Kansas-based FR that is a biometric software company. They rebranded it as Zoloz. Zoloz invested $15 billion into R&D centers across countries for working on AI and Quantum computing.
How facial recognition is benefitting E-commerce businesses?
- Facial recognition ads can change in real-time to customize ads as per their TA’s requirements.
- FRS can create a pain-pointed more personalized targeted advertisement.
- FRS ads use sensors that recognize a customer’s face and preferences to change the ad served.
- People are already experiencing the suggestions social media platforms offer. These sites already know user preferences and serve them based on these.
- Major E-commerce businesses have already implemented or are in the process of implementing FRS to serve their customers the best.
- Walgreens is using sensor and camera-based refrigerator doors, which works on facial recognition technology (FRT). They sense the user’s age, and gender to serve them accordingly. They can also sense outside factors such as weather and the duration of any person standing. They also sense the person’s emotional response based on facial expressions and eye movements. Based on the sensed data they decide what suggestions need to be served to that individual’s interest.
Conclusion
Most e-commerce sites are using facial recognition to prevent fraudulent transactions and promote sales. Digital marketers are using FRS to change the game by targeting the appropriate TA. FRT is exactly where current digital marketing is heading. Millennials and Gen Z are the tech-savvy future, the top 2 demographics who want to be felt, seen, and heard. E-commerce marketers must cater to their personal needs to make them convinced. When ads are served to target the appropriate solutions to their problems, who would not like to buy?
Umar Nisar was born and raised in the busy city of Abbottabad. As a journalist, Umar Nisar has contributed to many online publications including PAK Today and the Huffing Post. In regards to academics, Umar Nisar earned a degree in business from the Abbottabad UST, Havelian. Umar Nisar follows the money and covers all aspects of emerging tech here at The Hear Up.
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