Researchers at Lancaster University have created a software system called “Sideways.” It uses an ordinary camera to locate faces and eye movements, allowing for video screens that change adverts based upon what a shopper is looking at, reports BBC News. While they hope the technology will be in widespread use within five years, they acknowledge inevitable privacy concerns. "If the system is only there to improve the shopping experience, customers will probably be fine with such a system,” said researcher Andreas Bulling. "If it's a more passive monitoring system of gaze-information, so the user is not aware of it, this could really have considerable privacy challenges."
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