Adidas to use facial recognition system to target customers
Adidas to use facial recognition system to target customersIt has been revealed that Adidas is to use police facial recognition systems, modified by Intel, to identify a person’s age and advertise the product most relevant to them.
The sportswear company has said that it will be trialling the system in both American and British shops.
Adidas will use the facial recognition ‘smart eyes’ in street hoardings and on shopping centre screens to estimate a shopper’s age, gender and tastes. It ‘reads’ each person passing within 20ft of advert and sends details of height, length of nose and hair, and distance between eyes to a server that calculates their age to within 5 years.
From this information, what they are most likely to buy is assessed and the advert onscreen is changed to suit this. It was said that two thirds of products shown will directly target the individual, but last third remain random so people don’t feel manipulated. The last third will also allow for the shopper buying a product for someone else.
It was also reported that Kraft foods is talking to supermarkets about fitting ‘smart eyes’ to freezer cabinets and kiosks.
New to The Drum
You will be sent a verification email. Click on the link in the email to post your comment.
Existing Users Sign In
More like this
- Google chief warns facial recognition database would cross the “creepy line”
- Facebook facial recognition roll out raises fresh privacy concerns
- Intel’s face-scanning tech tells you what to have for dinner
- BSkyB to alert customers about targeted ad platform AdSmart
- Jumping through hoops: using the Olympics to sell
11/05/2012
Pitch news: Hertz, HTC, Smirnoff, LV=
Comments
I don't agree with this at all, hasn't Facebook just borne the brunt of this practise.
Seems like the US AND UK governments (fronted by a so called direct marketing campaign by ADIDAS) are hell bent on grabbing our identity whether you like it or not.
comments
That could be insulting, my age! guess what I'm thinking right now about adidas?
comments
One step away from that Sci-Fi movie with Tom Cruise in it, Minority Report, the tech in that uses same-like technology.
Just like number plate recon hardware the Police use right now.
Everyone's face on a data base so we cant do the slightest of wrong, like drop litter etc...
There is no conspiracy there is just this simple plain vanilla fact.
comments
Very clever, and nothing wrong with it. It's just profiling people based on their appearance. Not an ounce of identity theft involved.
comments
wrong on so many levels...
It might work super well for our ticketSOUP brand, but I find the whole concept representative of what I dislike intensely about the way our world seems to be headed.
comments
Giles...its the assumptiveness of it that offends me. If ticketSOUP did it I would probs be offered a ticket to Daniel O'Donnell, and that's just so off the mark ;)
Jeez Giles remove your stone sandals. They take your picture and it's NOT sent or stored in any other database! Aye right.
If this is the kind of shit ADIDAS are going to get into, they had better WATCH themselves.
comments
If you don't like change, you're going to like irrelevance even less.
Write Your Comment