IEEE Technology and Society Magazine - December 2021 - 89

view of the smartphone's sensors. Mastercard and
Apple allow individuals to use their facial image to
pay for products online and in-person with a credit
card [11]. Covergirl, a cosmetics company, uses FRT
to help customers decide on types of makeup that
match well with their skin tones [15]. Major retailers,
including Walmart, Target, and Saks Fifth Avenue,
have used FRT to identify instances of theft in
their stores and determine whether consumers enjoy
their shopping experience [16]. These applications
provide consumers with innovative new shopping
experiences and allow businesses to better protect
themselves from fraud and theft [17].
Uses of FRT by public and private actors can also
help increase individuals' safety. In the government
setting, law-enforcement authorities use FRT to track
missing individuals and identify wanted criminals.
The NYPD credits FRT for helping officers apprehend
an accused rapist within 24 hours of his first attack
[18]. Private uses for safety are also growing. Taylor
Swift's security team deployed FRT at a concert in
2018 to determine whether any of her potential stalkers
entered the crowd [19], [20]. Furthermore, The
New York Times reports that civil rights activists in
the United States and abroad are using FRT to identify
abusive law enforcement officers who refuse to
identify themselves to the public [21].
FRT has also streamlined smartphone security.
With the introduction of the iPhone X's Face ID capability
in 2017 and subsequent deployment of similar
technology by other manufacturers, FRT is expected
to replace fingerprint scanners as the default biometric
security mode for smartphones [13], [22]. It has
proved effective and seamless. Rather than entering
easily guessed passcodes or having no phone
lock at all, FRT's simplicity means devices are more
secure than they would be otherwise. FRT on these
devices can integrate with apps to enable payments,
password protectors, health data, and other apps
that grant access to sensitive services or personally
identifiable information (PII). It has streamlined
commerce on the smartphone. For example, an
item selected in the Safari browser can be purchased
with a credit card stored in Apple Wallet which is
protected with Face ID.
Similarly, FRT has also been successfully deployed
on major photo and image services like Facebook,
Google, and Amazon Photos. Facebook has deployed
FRT to identify when fake profiles use someone else's
face [23]. Google's Nest cameras utilize FRT, so
December 2021
consumers can recognize " familiar faces " as people
approach their homes [24]. Amazon has not yet integrated
FRT into its Ring camera system, although it is
an option they are considering [25].
In the near future, FRT and related biometric
tracking technologies could mean more efficient
security, inventory management, and payments
processes, enabling stores to shift their focus to customer
experience. Amazon's Just Walk Out technology,
as currently deployed in the company's
Amazon Go locations, offers a glimpse of what these
benefits could look like. Although FRT is reportedly
not used in their technology, the company relies on
image recognition to track which items customers
select [26]. Technologies like Just Walk Out require
individuals to identify themselves upon entering the
store, reducing shoplifting or shrinkage, a problem
that costs retailers $62 billion in 2019 according to the
National Retail Federation [27]. In addition to reducing
shrinkage costs, such technology could enable
small and large businesses to reallocate space and
costs associated with cashier locations, lines, security,
and other methods to ensure payment. That
could mean reduced real estate footprints for retail
or increased space for more inventory. Collecting
information on customers' purchasing habits and
integrating that data with FRT could allow businesses
to create highly specialized services for consumers.
Stores could use FRT to identify individuals' shopping
habits and provide them with customized discounts
and merchandise offerings when they enter
the store or to simplify point of sale processes that
could especially benefit those with disabilities. Visually
impaired people are already using Microsoft's
Seeing AI app to recognize objects in a room [28],
[29]. FRT could be used to monitor wait times and
mood in check-out or customer service lines, enabling
real-time re-allocation of employees to assist
customers where needed. Last, businesses could
utilize FRT to not only recognize physical shoplifting,
but to also prevent individuals from using stolen
credit cards by authenticating their identity.
These are all features associated with high-end retail
stores where staff know clients well, but as FRT
drops in price, these could become features of all
in-person retail.
FRT raises policy concerns
Observers of FRT have raised several concerns.
The most prominent ones involve privacy and
89

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