Alfi facial recognition advertising system criticised as intrusive
plan by digital marketing company Alfi to run digital tablets equipped with facial recognition in 10,000 Uber and Lyft cabs in the US was sharply criticised as ove rly intrusive. Alfi uses AI and computer vision to understand facial cues and perceptual details and matches relevant advertising or content based on the viewer’s profile. The system analyses passengers' reactions to advertising and other content, sending information back to advertisers . The firm said its software was designed to show ads to people based on their age, gender and ethnicity without specifically identifying any individual. It also claimed it was compliant with relevant privacy regulations and did not collect personal information . However, critics argued that the system’s ability to analyse “small facial cues” could potentially be used to collect more detailed personal information. According to Bloomberg, Alfi also planned to sell user data, including retina tracking, keyword recognition, voice intonation, and demographics. The move prompted a written request (pdf) for information from US senators Amy Klobuchar and Richard Blumenthal, who claimed the programme raises 'serious concerns about privacy for your passengers.' System 🤖 Alfi Documents 📃 Alfi 2021 investor presentation ALFI Installing 10,000 Digital Screens in Ubers and Lyfts Starting in Miami Alfi Engages Miami-Based Fulfillment and Distribution Center to Rollout 10,000 Uber and Lyft Digital Tablets Nationwide Operator: Uber; Lyft Developer: Alfi Country: USA Sector: Transport/logistics Purpose: Sell advertising Technology: Computer vision; Facial detection Issue: Privacy Legal, regulatory 👩🏼⚖️ Amy Klobuchar (2021). Sen. Klobuchar questions privacy of tablets in Ubers and Lyfts
- Date it happened
- 2021-01-01
- Organisation involved
- Uber; Lyft
- Product, system or model
- Alfi
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