The connected world we live in has established a new deal when it comes to our privacy – when it comes to the boundaries of the public and private spaces – and, for the most part, we’re living with it.
Now, the coming together of Big Data and new technologies in face recognition are set to push the privacy argument a step further and into the real, offline world. How would you feel about a world that can identify you, tap data on your likes and dislikes and adjust itself accordingly?
Earlier this year, the US advertising agency Redpepper (www.redpepperland.com) caused controversy when it pointed the ways towards this new world with its Facedeals scheme. Currently in beta testing, Facedeals works by setting up special face-recognition cameras in restaurants and shops. These cameras then see consumers who walk on to the premises, analyse their face and match it, where possible, with a Facebook profile. The consumer can then be offered special deals based on data about their preferences and past behaviour. Walk into a coffee shop and the barista might say: “Oh hi, Jane. I hear you like caramel lattes. How about one half-price?”