Systems that identify the human face using the measurements taken from various points –such as the distance between the eyes, the width and the length of the eyebrows, the curvature of the lip– form a “face print” for each person. But the human face print is not a static image like fingerprints. Basically, there are 4 parameters that effects human face recognition: Aging, Posing, Illumination and Emotions(A-PIE). In order to improve the results of this process, deep learning (Artificial Intelligence) methods are used and the system is fed by abundant data. Computers can now recognize a person from his or her face with 97% accuracy and it goes almost head to head with capabilities of humans.
One of the most common face recognition applications is that mobile phones are now recognizing humans and using face recognition in security operations. The probability of making mistakes is estimated to be one in a million. The face recognition system on mobile phones is used for access to the device. Another application is to recognize the people in social media applications like Facebook and suggest names. We’re quite familiar with this kind of applications because most people are already using it.
Although we are gradually getting used to the first applications of this technology, the traditional ways of doing business in some sectors will inevitably require a significant change. We should see some of the first examples of this great transformation and get prepared for not being late in practice.
Areas where face recognition systems change radically:
1 – Security
According to a report published in May 2018, the facial records of 117 million Americans are kept in a database. Although it is still being questioned whether it is compatible with human rights and protection of personal data, these photographs are used for security purposes in passport control face recognition systems in airports in the US. China, on the other hand is using a scoring system to its citizens and associating it with their economic and social situations. Misbehaviors like traffic rules violations, sharing fake news on social media will reduce a person’s score. 1.4 million Chinese are watched with 170 million cameras and they get scores depending on their obedience to the rules. In case of low scores, they may not be allowed to get discounted air, train or bus tickets. Even those who steal toilet paper from public toilets are detected in this way. The state aims to create a society that complies more with rules by using penalty-reward method with this practice. The question of how the feeling of being watched continuously and the overlap with the confidentiality of private life is a huge question mark.
Face recognition systems help simplify the transition process at airports, help find missing people, and capture criminals. In China, it is possible to withdraw money, shop, and to check in at the airports by means of a face recognition method that facilitates daily life.
Although face recognition systems are making some important mistakes at the point where technology is capable of today, new algorithms which are being developed each day increase the confidence and accuracy in this technology. Recently, identifying black people, mask wearers, glasses or camouflage with an object is a problem in face recognition systems. Nowadays, even the details like smiles and winks are noticed by the systems.
2- Health
In the health sector, by the help of face recognition methods, the patients get rid of the time-consuming processes like showing identity, filling forms as soon as he/she enters the hospital, etc The records of the patient, whose identity is detected by the face recognition system, are also quickly reached and they are related to their genetic information.
Some diseases can be diagnosed even by face screening. For example: In 2017, Google filed a patent application for a technic that found cardiovascular disease by facial screening. (1)
The mobile application Autism & Beyond is able to detect children’s autism risks early by using face scanning and artificial intelligence. (2)
3 – Retail
There are facial scanning applications that determine the products which their customers are interested in through following what they are looking at, then inform their customers about promotions related to those products. They can make various discounts based on this information as well. With a turnover of 500 billion dollars, Walmart has stores in 30 countries and determines the customer satisfaction by scanning the faces of the people waiting on the line for payment.
In China, one of Alibaba’s most important competitors, JD stores has implemented a brand-new shopping experience. The customer’s identity is recognized with face recognition system as soon as he/she enters the store. RFID tags on products that they have bought are scanned and the payment is calculated automatically. The amount then is charged to the predefined customer’s account. Neither cash nor credit card is needed through this process which results in a satisfactory and fast shopping experience.
4 – Hotel management
As soon as the customers enter the hotel, the identification is done with the face recognition system and they receive a personalized service. The customer enters his/her room again with a facial scan at the door. So he/she won’t lose any time waiting for the check-in queue. In addition to happy customer experience, the person who is responsible for the check-in process at the reception desk can spend his/her time on the other duties.
5 – Advertising and Marketing
Face recognition methods are used to determine the demographic distributions of the visual advertisers. The Italian company Almax haveput cameras on mannequins and they researched the audience using a face-scan. With a face scan on mobile phones, applications that understand your mood can show ads that match your current mood.
6 – Banking
Banks use face recognition methods to access online and access via mobile applications. The Caixa bank in Spain has also added a second level of security for face recognition at ATMs.
7- Event Management
Face recognition methods have already begun to be applied to the events such as concerts and conferences. This method can provide speed and safety when used in sports activities such as football and basketball.
8 – Social Media and Entertainment
Finding celebrities that resemble oneself or calling yourself artworks (Art Selfie) are some fun face recognition applications. Snapchat was one of the first to make applications such as finding ears on the screen and adding rabbit ears to the face. Nowadays, there are similar features in many social media applications such as Facebook and Instagram.
9- Flights
Airline companies are also using face recognition to provide a personalized service to their customers, similar to the practice in hotels. TSA and JetBlue are among the pioneers in this field. Passport control units also uses this technology for security purposes. Fake passport holders or criminals can also be detected by the analysis of passenger’s faces and detection by face recognition methods with the use of preloaded photos in the database.
10 – Automobiles
It is also possible to use the face print to unlock your car. Seat settings, temperature, music channels can be adjusted automatically. Hyundai introduced its driverless car with face recognition and artificial intelligence this year.
11- Gambling & Casinos
In the casinos, face recognition can be used for security purposes as well. VIP customers or frequent visitors can be recognized and personalized services can be offered to those customers.
12 – Voting
Face recognition can also be used in voting. Last year it was agreed that people would vote through a mobile app in West Virginia. This application is also using blockchain technology to ensure that the votes cannot be changed again.
13- Education
Face recognition method for security is being used in many universities. One of the first applications is Carnegie Mellon University. In Australia, this technology was used for attendance control in schools.
14 – Car Rental, Taxi, Car Sharing
In rental cars or Uber-like sharing systems, face recognition can be used to recognize drivers and customers. Uber has integrated Microsoft‘s solution in this area for security purposes. Customers can also benefit from this method when making a payment.
15 – Food and Beverage Industry
Restaurants use this technology to provide customer satisfaction and personalized service. In CaliBurger in California, you can see the orders you have previously given and benefit from a loyalty program. KFC has offered a service in China where customers can pay with a smile!
The restaurants that recognize their customers from their faces can also offer personalized services by addressing them.
16 – Consumer Electronics
Companies such as Microsoft, Apple and Samsung are already using face recognition in accessing devices such as computers and mobile phones. This type of usage has already reached 54% in America and it is becoming more common in car and electronic devices in the kitchen. The application HiMirror, for example, can look at your face to detect your mood on that day and offer you a care or make-up advice.
Artificial intelligence-aided face recognition systems will improve and new implementation areas will be found in the future. Technology companies such as Amazon, Google and Apple are making significant investments in this field. Like the Sensetime, the startup company which tripled its value after getting $1.6 billion investment and triple folded its value, startups come with new solutions. We should not end up behind the technology and try to produce solutions that can be applied immediately in various areas of our lives.
- Assessing cardiovascular function using an optical sensor
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