After iPhone X: You are in an electronics store. You see some TVs and go to your house after your store cameras have recorded you.
This data is then intersected with other databases that already contain your person's data. Your face is today the focus of a very targeted campaign.
For example, smart TV that already has a camera already recognizes your face and could now help you serve ads just for the new TV you are thinking, since the cameras in the store you were in before you recorded interest in specific device.If the TV is different from your home TV, you might never see this ad.
This is not a scenario that will happen in the distant future. It could become reality within a few months.
Apple has introduced face-identifying skills with the iPhone X, which comes next month.
Apple will use your face data to unlock a device (iPhone X), but also to show the cute "animojis," the moving emoji faces that watch their movements of your face.
Η Apple claimed that your person's data will remain on your phone not in the cloud, but the terms of the service may change. And Apple will not be the only company that will have the product with the temperament of not using the data of our face.
There are companies that play and care about the person for a long time, use your face data to create some kind of plaque or some illusion. Every time your person's data is stored, there is the ability to process based on mechanical learning through an AI.
So what are the consequences of your person's data leak?
Facebook alone has 1,2 billions of people scanned, stored and recognized, according to the Economist. Facebook users in return have the convenience of automatically adding tags, but their faces are still used as a data item in Facebook's revenue toolkit.
Did you ever read these terms and conditions? Animojis could come after, along with various beauty filters. Using our unlimited narcissism, Facebook could create more accurate marketing with more precise distinctions.
What if all digital cameras outside our home use hi-def cameras to recognize people on the road?
Massive numbers of people could be identified by the cameras to accurately identify the products they own: 30 percent bought a specific car, 15 percent have winter boots, and so on.
You do not like it, this technology will not go backwards. Will not the commercial companies say? Of course not, but they should use technology responsibly and maintain a degree of confidence in the consumer. Pillar No. 1 for building relationships between customers and companies is trust. It may take years to build and seconds to disappear.
Of course, all of this is true today for other information-data collected by companies, and we have seen that they are not always happening.
This time, however, we are talking about data that accurately identifies us, not a password and a pseudonym.