The metro line in Brazil have installed interactive platform doors that display adverts and log commuter reactions.
Facial recognition technology is becoming more prominent in a range of different industries. Its uses span from speeding up the process for boarding a plane to acting as an app-based digital identity provider. We are seeing the technology being integrated more and more into pubic services and the everyday activities of individuals.
The metro in Brazil’s Sao Paulo has continued with this notion and taken it once step further. Via Quatro, the concession holder of the city’s metro’s yellow line, have installed interactive platform doors in three stations. The doors display advertising and information, but also use facial recognition technology. The sensors recognise human presence and can identify how many people are waiting.
Furthermore, the technology can judge each commuter’s reaction to the advertising, and categorises the individual as happy, unsatisfied, surprised or neutral. This is then collated as feedback for the effectiveness and impact of the advert.
Campaigners are concerned about privacy issues surrounding the technology, as each person using the metro will have their data stored. Via Quatro’s president claims that the technology does not record, store images, or crosscheck data from the individual. Although this could help concerns around privacy breaches, it is unclear how the data is handled and protected from hackers.
In Brazil, there is set to be a vote on a personal data protection bill in coming months. This could put a stop to such data being collected without permission. Companies are lobbying for biometric data, such as facial recognition technology, to be left out of such a ruling. How would you like companies to approach identity data collection?