September 08, 2020
The definition of recognition is the "identification of someone or something or person from previous encounters or knowledge". This means that the primary role of facial recognition systems is to match an image of a face to another, previously held in a database of stored records. The primary aim is to establish a person's identity.
In our opinion, this application of computer vision is too intrusive for the purposes of enhancing customer experience within stores and the ends simply do not justify the means.
Facial dection aims to answer the simple question of: is there a face in this image? Facial Detection Systems tell you whether there is a face in an image and identify general information about a person without identifying who the person is. Imagine walking into a room full of strangers; you wouldn't know anyone's name, address or date of birth. The only information available to you would be their facial attributes, their body dimension, the colour of their hair and the clothes they wear, etc. All of this information would help you to create a demographic profile of the people in the room. This is howAura Vision works as people counting and retail analytics solution.
Since Facial Detection Systems do not involve the comparison of images within a database, there is no need to store any personal biometric data, therefore eliminating the risk of data breaches.
In our opinion, this application of computer vision strikes the perfect balance between providing retailers with the insights they need to improve customer experience and the protection of shopper privacy.
Aura Vision was designed with privacy in mind, it does not require you to store any personal data or identify individuals within a store. Aura Vision provides demographic analysis without using facial recognition, and works by looking at visual cues such as height, posture and hair colour to accurately calculate shopper demographic. As the EU considers banning facial recognition, the use of facial recognition within retail is becoming increasingly unfeasible.
Aura Vision converts video into anonymous analytics from the source, and the data is aggregated and visualized on a dashboard. This means at no point is an individual at risk of being identified. There is no denying the utility of personal data but it does come with added risk and responsibility. By working with aggregations of data and focussing on patterns and trends we are able to capture commercially valuable insights and protect customer privacy.