New “OptimEyes” system will be launched in UK gas stations, with built-in cameras that identify customer demographics such as gender and age.

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:

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