New Zealand consumers are concerned about the lack of disclosure about AI-powered digital signage in shopping malls.
The technology is being used at Westfield Centers in Auckland and Christchurch.
Chief Consumer Officer John Duffy said the digital billboards, dubbed “SmartScreens,” will analyze people walking by and serve customized ads based on their age, gender and mood.
“We are deeply concerned that New Zealanders are unaware that they are being filmed, their biometric data is being analyzed and ads are being targeted based on that,” Duffy said. .
“People should be made aware of this, especially if they are being targeted with personalized ads, especially in public spaces.”
The group said a consumer staff member visited Westfield Riccarton and saw a disclaimer claiming video surveillance was for safety.
“But why biometric signs film you is not safe,” Duffy said.
“To find out what information is being collected by in-mall surveillance, you should contact the online privacy policy or the customer service desk in the mall.
“It’s ridiculous to think that shoppers will understand, let alone read, a privacy policy online before going to a public place like a mall.
“Hiding what you’re doing in a corner of the internet and calling it public isn’t good.”
He said companies need to do more to inform the public so people can opt out if they want.
“That said, it’s totally unfair to expect consumers to avoid public places like local malls,” Duffy added.
“Excellent Customer Experience”
The Center Group, which owns and operates Westfield malls in Australia and New Zealand, defended the use of screens.
A spokeswoman said about 125 SmartScreens were used for advertisements in the company’s malls around Aotearoa.
“SmartScreens are also an important part of our center’s emergency management system, a channel we can use to communicate safety and security messages to our customers when needed,” said a spokesperson.
“This technology can anonymously detect customers using audience measurement and determine how many people pass through a screen, as well as approximate other attributes. This data is aggregated and It is not associated with any individual.”
And the technology meets legal requirements in New Zealand, the group said.
They added that the screen does not identify individuals or record their images.
“Continued investment in SmartScreen technology will enhance our ability to deliver a superior customer experience to the millions of visitors who reach our destinations each year,” the spokesperson said.
