Insight #018:Where Could AI-Driven Video Take Us Next?

In today’s digitally-driven industry, the biggest brands are pushing the limits on new tech – especially when it comes to building better, bolder experiences for their customers.

New developments in facial recognition as well as smart video technology might have a place in hospitality, according to TASK’s President of North America John Laporte. As an expert in deploying new tech across industry enterprises, John is keeping an eye on how cameras and machine-learning video could play a part in the future of customer service.

The ethos of facial recognition

“The next level of digital personalization,” says John, “will require technology that can understand and get to know customers quicker and more accurately.”

There is development happening with facial recognition software that can immediately detect metadata such as gender and age – and can also understand facial expressions and track eye movements.

“There is obviously a question here around privacy, and this isn’t a technology that is currently being used anywhere. It is interesting to imagine, however, what this could provide in terms of collecting real-time, unspoken and unfiltered feedback from customers,” says John.?

With better demographic knowledge of each person who walks through the door, businesses would have enormous opportunities to break down exactly who is frequenting their restaurants and when. Looking at facial expressions while a customer orders at a self-service kiosk bring this to a whole new level.?

“You would be able to tell what people smile at, what sparks anger or frustration, and the exact points of the order experience that lead to confusion or hesitation. Segment those insights based on who is ordering, and you could even have the chance to personalize the order experience,” says John.

“Imagine you find that elderly customers struggle to read fine print. The idea behind this technology is that it could detect that an older person is at a kiosk and automatically present them with an interface featuring large, easy-to-read text.”?

However, it is always important, as TASK Group’s Plexure Division Customer Success Manager Kerri Linderboom says, “to be wary of segmentation based on demographics alone. Assuming too much based on stereotypes can lead to mistakes and dangerous generalizations. While using metadata can definitely be beneficial, there’s a balance to be aware of.”

There are certainly some unanswered questions about privacy and personalization modeling when it comes to facial recognition. John says that taking a customer-centric approach – one that ensures guests are getting a better experience – would be the best way forward into this technology if it comes to life in the future.

Quality assurance checking with cameras

“There is also some development around the idea of using high-definition cameras as a way to screen orders before they leave the kitchen,” says John. “The concept is that every food item is photographed and scanned to make sure it looks exactly the way it should.”

With consistency at the top of the list for many QSRs, this could be the piece of technology to step in and ensure that each store location and each kitchen is maintaining the same level of quality.

John says, “It’s a type of technology that first and foremost serves the customer, which is exactly where new developments in this space should start. Deliver consistent, exceptional service and products, and your customers will return again and again. The underlying opportunity here is creating a better experience to drive long-term success and engagement.”

Enhancing security

Add a bit of artificial intelligence or machine learning to a security camera, and you might discover incredible capabilities when it comes to tracking money or stock.?

“There could be developments around spot checking a cash drawer with a camera,” says John. “From being able to count bills to spotting tiny mistakes, there is the potential here to increase security and optimize processes throughout the business.”

While this kind of technology could be hugely beneficial to businesses, TASK’s US Vice President of Business Development Trevor Dee says to approach new technology with a practical mindset. “You never want to invest in software that’s been created for software’s sake. New technology that moves us forward is built to solve problems, enhance guest experiences, and make your big-picture developments and learnings more accurate, more robust, and more beneficial to your operation in the long run.”

There very well may be a place for high-definition video to become part of an integrated technology stack for restaurants – offering better quality checks, tighter security, and heightened personalization during ordering. However, as both John and Trevor stress, businesses should always approach new tech investments with specific goals and the customer experience in mind.