New technology in information booths has shoppers worried that they may be giving up more information than they would like to.

A new kiosk in a Seoul mall has people speculating whether this type of advertising is too invasive – comparable to “Big Brother” or technology from The Bourne Identity.

The International Finance Center Mall has 26 total kiosks which are composed of a large LCD screen, two cameras and a motion detector. Facial recognition software approximates the shopper’s gender and age and makes suggestions based upon search terms. For example a middle-aged woman might be directed to clothing or jewelry stores, or a man looking for food options could be directed to a steakhouse. The creators of the software, two companies from SK Holding Co. in South Korea, are helping brands identify their clientele. Ahn Jae-heon, a senior planner for SK Marketing & Co., explains:

BASIC MEMBER CONTENT
This content is available for Basic Members.
Already a member, log in