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Consumers Are Still Split on Facial Recognition

While some consumers are warming up to retail tech, others aren’t as charmed by it—even if it results in more personalized experiences. According to a December 2019 poll by Toluna, roughly half of US internet users said they weren’t comfortable with retail stores using facial recognition to better personalize point-of-sale advertisements.

Only 27.6% of respondents said they would be, while the remaining group was unsure. Toluna’s survey isn’t the only one illustrating apprehensive attitudes toward facial recognition technology.

When Pew Research Center asked US adults which groups they trusted to use facial recognition responsibly, more respondents cited law enforcement agencies—and even tech companies—over advertisers. One-third of respondents had no faith that advertisers would use the tech responsibly. These attitudes haven’t changed much since… eMarketer

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