Despite the benefits, facial recognition still carries a negative stigma regarding privacy. But it is important to demystify this idea.
* By Marcelo Victorino
Facial recognition is already a reality. The possibilities of use and applications of this technology are gaining relevance and space in various market sectors. Companies of all sizes are looking for efficient security and privacy solutions for their customers and employees. Its use can be linked to access control, automated surveillance, identity authentication, live data collection, traffic analysis, waiting time, and the latest, for prevention actions and security protocols to combat Covid-19.
In the context of the pandemic and the need for mask wearing and social distancing, companies can use technology to control the use of PPE by customers and employees, and to control access to the physical space where they are located. In this new scenario, artificial intelligence is a force multiplier.
Now more than ever, to maintain safety and stop the spread of the virus, greater situational awareness and security, contactless access control, and a better understanding of people's movements in public and retail spaces are necessary. According to data from the Opinion Box survey of the 5th edition of 2020, 48% of consumers prefer more empty spaces to make their purchases. The survey also notes that 54% choose places that follow WHO hygiene protocols.
In addition to all the ability to simulate human intelligence, artificial intelligence also brings data from the physical world to the digital world, allowing the anticipation of problems, more agility in decision making, the opportunity to promote immediate changes and adopt new strategies along the way. This technology, along with video analytics, ensures the accuracy of real-world face recognition and makes security more efficient and with unprecedented accuracy.
According to the Global Survey on Economic Fraud and Crime conducted by PwC in 2020, considering disruptive technologies and techniques in Brazil, approximately 40% of companies are using artificial intelligence (AI) compared to only 25% in the world. More than 60% of those who use AI in the world see its value as a tool to fight fraud.
The data also shows that companies have been victims of an average of 6 cases of fraud in the world in the last 24 months. Among the main perpetrators of fraud identified by the survey, in Brazil, 44% are internal agents, distributed by operational personnel, middle managers and senior managers. With the implementation of technology for identity identification through facial recognition and video analytics, the number of frauds can decrease drastically in companies.
Despite the benefits, facial recognition still carries a negative stigma regarding privacy. But it is important to demystify this idea. Eligible companies that use this type of technology use databases provided by customers, with the prior opt-in of the user and with the possibility of configuring the anonymity of the data.
With that in mind, we know that video analytics are more enhanced, more accurate, and faster. It is already a reality that they are contributing to security and are favorable indicators for rapid decision-making in several areas, but technology alone does nothing. It should be remembered that its good application is the result of well-designed processes, correct sizing of the physical structure, such as servers and cameras, and specialized technicians for the correct configuration. Therefore, it is always important to look for recognized companies in the market to choose the best solution for your business.
* Marcelo Victorino is Director of Sales and Business Development for LATAM at RealNetworks Inc (NASDAQ: RNWK), a global company headquartered in Seattle (USA). He has a track record of more than two decades in leadership and management in the areas of sales, prospecting, marketing and new business. He specializes in creating and developing projects involving technology and innovation and represents the SAFR facial recognition platform for LATAM.
