George Orwell warned us this would happen. Supermarkets and other retail stores could be rolling out new camera technology that successfully guesses your age, gender, and mood as you shop. The intent is to bring the online tactic of targeted ad marketing into the physical world, and thus help brick-and-mortar stores compete with online retailers. But in our opinion, this new tech gives off disturbing BBE: Big Brother energy.
According to the Associated Press, the new high-tech cameras can make snap judgements about you and then display a series of targeted ads on in-store video screens while you shop.
Although we’ve gotten used to being watched by security cameras throughout the last few decades, this new surveillance system is much more advanced and has people concerned about their privacy. We may not even know we’re being watched unless we catch a glimpse of the penny-sized camera lenses placed strategically about a store.
In the future, the technology could be placed anywhere from supermarkets and bus stops, to fast food restaurants. It could advertise new frames if it detects a person is wearing glasses. The cameras could also be used to detect a family-sized vehicle at a drive-thru to advertise a family-sized meal or discount via a restaurant’s digitized menu.
However, at the present, the companies behind the new cameras are only testing them in a select few franchises.
Several retailers are working on using camera and sensor technology to increase the amount of data they can collect on shoppers in-store https://t.co/jqx3ZzgqsP
— Insider Intelligence (@IntelInsider) April 26, 2019
Two Kroger stores in the suburbs of Cincinnati and Seattle are currently testing the system. They’ve embedded age- and sex-detecting cameras in price signs above merchandise, and video screens embedded on the shelves now show tailored discounts.
Several Walgreens locations around Chicago, New York, San Francisco, and Bellevue, Washington, have installed camera-equipped cooler doors. Instead of glass, the doors have digital screens that show the cooler’s contents as well as targeted ads.
What do you think about this one? Walgreens cameras want to guess your age, gender to deliver in-store adshttps://t.co/k5uvQAwRM6
— Elizabeth Hashagen (@Elizabethnews12) April 24, 2019
The cameras installed at Walgreens can guess age and track iris movement. However, Walgreens said that these enhancements are currently offline.
The cameras are reportedly only being used to detect if someone is in front of the door.
As if it wasn’t already clear enough, there are some major privacy concerns attached to this new tech. Although Kroger stated the information its cameras are collecting is not being stored, other future retailers using the technology may not be able to say the same.
Even if the information is being collected and stored anonymously, it can still be used to target a specific individual.
Time to re-watch #MinorityReport. Retailers testing tiny cameras w/ #FacialRecognition software for gauging customer age/sex/mood for targeted realtime in-store #advertising. #martech #privacy #CX #custexp https://t.co/LJ2QsKMb99
— Lisa K Hawes (@LisaKayHawes) April 24, 2019
Professor Ryan Calo — of the University of Washington School of Law and co-director of the school’s Tech Policy Lab — told the AP that this technology could “break down” a shopper’s willpower. If it detects you looking at an unhealthy dessert and notes that you didn’t buy it, the tech could potentially advertise the same product to you at the checkout, in a final attempt to sway you.
“Just because a company doesn’t know exactly who you are doesn’t mean they can’t do things that will harm you,” Calo said. We’re shook.
The AP reports that this kind of targeted technology could also lead to discriminatory marketing tactics such as altering discounts based on age or race. It could even market anti-depression medication if it detects you look sad.
It’s going to be up to individual retailers to decide whether or not they wish to implement the new technology, and also if they wish to alert their shoppers that they’re under intense surveillance.
A Walgreens in New York reportedly has a sign that tells customers they are testing new cameras that “do not identify you or store any images.”
What if self-checkout and less friction wasn't the point of Amazon Go?? Knowing which aisle a customer lingers on and what he/she picked up but did not buy is of huge value. More data on buyer intent = better recommendations = more sales.
— Connie Chan 🍒 (@conniechan) January 24, 2018
That would be the China play at least.
It’s certainly a creepy thing to think about. And tbh, we have a feeling we’re going to become super aware of our surroundings now that we know some stores are taking this tech seriously.
But, at the same time, how is this type of marketing any different from online targeted ads? Hm…
no different than all the ads today that show what I left in my online shopping cart!
— Connie Chan 🍒 (@conniechan) January 24, 2018
When you really think about it, the online and physical world are slowly but surely merging into one. A cold shiver just shot through us.
The web is as much a public place as the supermarket. I think Connie makes a fair point. And it’s probably not that far into the future that restaurants or cinemas have similar behavior. Many restaurants already provide iPads.
— Sorin Cioban (@sorinc03) January 25, 2018
What do you guys think? Is this the shopping of the future, or the beginning of the AI apocalyptic takeover?
.@kroger This is so disturbing. Security cameras are fine. Facial recognition? No thanks. https://t.co/78T2EllGZb
— Amy Leibrock (@AmyLeibrock) April 26, 2019
The more the tech knows about us… the better it can manipulate us and take over the world. But that’s just our opinion.
Hey, @kroger , I don't want face recognizing cameras in the stores where I shop.
— MamaSplicky (@MamaSplicky) April 26, 2019
The general consensus is that shoppers aren’t too thrilled with knowing they’re being watched and targeted. Will these cameras be able to detect annoyance, anger, or us flipping them off?
We think Jenny may have just hacked the system. We choose her to lead us in The War.
B. Seriously, I'm only going to make faces and do stupid things in front of your cameras to screw up your metrics
— Jenny P (@tromburra) April 25, 2019
Like we said, this whole thing is a bit too Orwellian for our taste. We’ve seen this play out in fiction and we’re not ready to fully commit to a Big Brother situation in the real world.
