iPhone X facial recognition is undeniably one of the most controversial features that Apple added to their flagship phone. Some consider it to be the most innovative technology of 2018 and some fall into paranoia about protection of their identity. In this article, we are going to discuss the possible ways of using this cutting-edge technology in various domains.
What is face ID and how it works?
The technology of Face ID is designed by Apple for the latest iPhone X. Face ID is a facial recognition system, that is a type of biometric authentication, just like Touch ID (fingerprint recognition system). You can either unlock your iPhone X with Face ID or for instant payments.
Face ID technology is based on the sensor, containing two modules. The first one creates a grid over the user’s face and the second one recognizes the pattern and matches it with the original one. By matching two patterns the system decides whether to allow access or deny it. Did you know, that the sensor is projecting more than 30k infrared dots to generate the 3D facial map of the user? The data is stored in a local secure area within the smartphones’ processor where it can not be reached even by Apple. At least they claim it to be ultra secure and inaccessible.
The incredible feature of face ID is its ability to learn with time and recognize the iPhone X owner even when his/her appearance changes. It recognizes the user wearing sunglasses, hats, scarves, makeup or beard. The feature does not only work if you close your eyes. It neither works with twins.
Though the technology of face ID is meant to be perfectly developed, it still has carried several fails. Remember the failure when iPhone X did not unlock during its first presentation in September 2017? Or when siblings were able to unlock the phone? Or when a woman in China who returned her iPhone X because it was unlocked by her coworkers’ face? Well, fails happen but it’s up to you whether to love it or to hate.
How to use Face ID for business purposes?
Measurement of humans’ reactions
Reactions and emotions are the way people show their feelings. But marketers consider these feelings to be the main target of advertising campaigns. The main goal of any business is to make customers desire the product or service they are offering. That’s why studying people’s’ reactions is crucial component of marketing.
One of the most efficient methods of marketing research is a focus group. This is the deliberately chosen group of people who discuss the particular topic. Focus group aims to draw out the consumer perception of the product and get non-obvious insights. Though these people are meant to show and justify their feedback, they can sometimes hide their true feelings and emotions. Making people feel comfortable enough and make them interact openly is not easy and requires the professional moderators.
Face recognition feature opened new ways of using it in marketing purposes. Since the new iPhone X can read humans emotions, why not to use it to reduce the number of moderators of focus groups or a get the genuine outcomes by interviewing clients in their natural environment?
Your face = your emotions
For example, reading users’ facial expression can be used to test their attitude to a digital product. You can also use face recognition for testing UI and UX of the e-commerce websites, where every small detail can raise or lower the conversion rate.
On the other hand, studying humans emotions and facial reactions can be used not only for commercial purposes. Face recognition can be used for development of psychology-based applications. For instance, an app that can recognize emotions and reactions from the images or videos in order to predict aggression, depression or any other negative emotional state. This technology can also be used for parental control app development.
Combination of face recognition with other technologies
Face ID recognition might become a powerful tool for multiple projects in various domains by combining it with wearables. But how to make a system interpret humans emotions correctly?
People learn and so do machines. Therefore, it’s possible to link machine learning and make the system analyze emotions based on both facial expressions and physical data such as heartbeat or blood pressure.
The same principle is used to find out whether the person is lying during polygraph check. Though some might find this technology creepy, the world is moving towards automatization of multiple processes.
Face ID on other devices rather than iPhone X
At this moment the feature is only available on iPhone X but it’s only a matter of time when other companies begin implementing Face ID to their smartphones and other devices. That means not only iOS developers but also Android programmers have to learn the possible ways of using new trend in the further projects.
Lately, only humans could identify facial reactions of people around, but now machines are learning to understand us in a more efficient way. The cutting-edge technology of facial recognition has both effectivenesses and weaknesses but with time, the number of positive moments is going to increase.