![]() Companies are expected to police themselves, and aren’t hold to account for how they collect, use, and store the data. But regulation in the burgeoning industry has failed to keep pace. In the next two years, facial recognition is expected to become a $9.6bn market, according to a 2015 report from Allied Research. Like the technology itself, the industry is expanding rapidly as it becomes a profitable tool for retail and marketing companies.Ī facial recognition verification system in Dulles international airport, Virginia. Already, the company’s screens have captured engagement and demographic data on over 110 million event-goers at more than 100 venues, according to their website. Soon they will be at Minor League Baseball stadiums, and ISM hopes to integrate them into “smart cities”. ![]() ISM’s “data metric smart cameras” have been used at Nascar tracks, Daytona Beach’s luxury mall and at the Redskins’ FedEx field. Both ISM and Swift’s team declined to provide further details on how the data was used. Rolling Stone’s source could not be reached for comment, despite several attempts.īut ISM’s trademark for its “FanGuard” technology confirms it uses “facial recognition to identify persons of interest for security purposes”, and includes protections for the “design and development of electronic data security systems”.Īnd its website says, it uses those same smart screens to deliver demographic information and metrics to help educate promotors on how best to direct their marketing efforts. The Guardian has not independently confirmed the report. A security contractor told Rolling Stone that the data was sent to a central command team in Nashville to be checked against a database of known Swift stalkers. It’s unclear what exactly happened with the data next. They also outlined how this helped generate metrics used to enhance the tour, in a post that has since been removed. Their hidden cameras scanned the facial features of fans interacting with the screens, the company explained in a series of posts on its website. “Our products enhance and ensure security at immense and highly visible events, while providing advertisers with a seamless, immersive platform to connect to their brand advocates.”Īt Swift’s shows, ISM installed cameras behind kiosks marked as “selfie stations”, drawing concert-goers in with Swift trivia and behind the scenes footage. “When fans attend events they are their most passionate selves, and it is at these pinnacle and personal moments that they are open to new ideas” the company says on its website. ISM Connect uses “smart screens” to simultaneously enhance security, advertise and collect demographic data for brands.
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