What is Facial Recognition Technology?

Facial recognition is a?biometric technology that uses data to verify the presence of a human being’s face in a digital capture. Depending on the application, facial recognition technology can be used to identify a specific individual and/or authenticate their right to access something.

Popular uses for facial recognition software include:

• Digital and physical security - unlock a door, gate, smartphone, laptop, sensitive file or business application.
• Attendance and crowd control – provide?crowd intelligence?insights into what spaces within a building are being used and by whom.
• Marketing - track individuals as they view advertisements in public places to analyze facial expressions and other physiological responses.
• Law enforcement – identify a known criminal or missing person in a crowd from a distance.
• Retail – alert store managers when convicted shoplifters enter a specific retail establishment.
• Social media - suggest an individual's name for tagging.

Traditionally, face authentication, like many biometric technologies, was based on calculating the probability that the data representing a person’s identity in real-time accurately reflected an individual’s reference sample that was collected during enrollment.

This one-to-many approach uses techniques such as?hamming distance?to calculate what percentage of binary digits (bits) from a live capture match an individual’s reference sample.

A drawback to this approach is that unlike fingerprints or iris scans, people’s facial appearances often change over time. When reference samples are only collected during opt-in, even a subtle change in someone’s facial appearance can result in mistaken identity or a system refusing access.

Today, improvements in machine learning and artificial intelligence?have made it possible for reference samples to be continually updated in real-time by continuously capturing images of the user during normal use.

The use of facial recognition software raises important ethical and legal questions about privacy and consent when the technology is used without the user's knowledge or consent.

The General Data Protection Regulation (GDPR) in the EU and the California Consumer Protection Act (CCPA) in the US have provisions that put limitations on the use of facial recognition software in public places in order to protect end-user privacy.

Both regulations require businesses to provide individuals with clear and conspicuous notice about the collection and use of their personal information -- including biometric data collected through facial recognition technology.