In the 2002 film Minority Report, John Anderton, played by Tom Cruise, walks through a shopping mall of the future, where a storefront camera equipped with facial recognition technology recognises him and delivers a real-time, hyper-personalised ad: “John Anderton! You could use a Guinness right now.”
That future is now, with digital billboards able to determine a passer-by’s age, gender, and racial background, and even in some instances, an individual’s exact identity.
US regulators are anticipating the spread of these technical capabilities, attempting to protect consumer privacy before it gets breached. The Federal Trade Commission issued a set of recommendations on Monday for the evolution of facial recognition technology, beseeching companies that use it, like Facebook and Kraft, to design such features with a privacy-first approach.