As technology becomes more advanced, the Orwellian vision of a dystopic future where Big Brother is always watching seems to becoming more fact than fiction. Enter British grocery chain Tesco, who is installing eye-scanning screens at all of their gas stations, to provide personalized advertising.
The gas stations will use OptimEyes technology by Amscreen, a digital advertising signage company which scans the customers eyes to determine their age and gender, and displays ads pertinent to that demographic. Simon Sugar, chief executive of Amscreen, told trade magazine The Grocer:
Yes, it’s like something out of Minority Report but this could change the face of British retail and our plans are to expand the screens into as many supermarkets as possible.
Not only will OptimEyes assess the customer’s demographics, but will also keep track of their purchases as well as time of day and location for more accurate marketing. But Sugar says that people should not have any privacy concerns:
The OptimEyes doesn’t store images or recognize people, but just works out gender and sorts customers into one of three age brackets.
Tesco estimates that OptimEyes will reach five million adults a week. Welcome to the future.