John Kirk Anderson/Staff
Scentre Group, which operates Westfield Mall, has installed 125 SmartScreens in shopping centers in Auckland and Christchurch. (file photo)
According to Consumer NZ, shoppers in Auckland and Christchurch malls are being photographed by AI-powered digital billboards, often without their knowledge.
Dubbed SmartScreens, the digital billboards analyze passersby’ biometric data and use it to display ads in real time based on passersby’ age, gender and even mood.
It is currently in use at Westfield Shopping Centers in Auckland and Christchurch.
However, Consumer NZ has expressed concern over the lack of disclosure regarding the use of this technology.
“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,” said the chief executive. said John Duffy of
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“People should be made aware of this, especially if they are being targeted with personalized ads, especially in public spaces.”
Oversight agencies have found that they may not be fully aware of the data being collected about shoppers and how that data is used.
Consumer NZ employees visited Westfield Riccarton. Upon entering, I was greeted with a disclaimer that read, “For your safety, areas of this shopping center may be under video surveillance.”
But safety is not the reason for filming biometric signage, Duffy said, and companies need to be upfront about collecting and using data.
“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 is ridiculous to think that shoppers will understand, let alone read, a privacy policy online before going to a public place like a mall. It’s not good to call it public.”
The only way to opt out of being targeted is to avoid public places where technology is used, which Duffy said is unfair.
Scentre Group, which operates Westfield malls, said it has 125 SmartScreens in shopping centers in Auckland and Christchurch. The technology meets New Zealand legal requirements, and the screen does not identify individuals or record or store images.
The biometric billboards are supported by software provided by French company Quividi, which measures more than 1.5 billion people worldwide every month.
supplied
Consumer NZ CEO Jon Duffy says businesses need to be upfront about data collection and use. (file photo)
The company says the technology can accurately estimate a person’s gender and age from facial features. It can also predict a person’s emotions, such as being very happy, very unhappy, or somewhere in between.
One study found that screens can lead to a 24% increase in sales.
But while biometric signage could help present consumers with more relevant advertising, the benefits for retailers far outweigh the benefits for consumers, Duffy said.
“At the moment, using this technology is relatively easy and safe. It will be easy to implement,” Duffy said.
New Zealand consumers want more regulation on surveillance technology such as biometric signage, including:
- Clear and conspicuous disclosure when biometric signage technology is used in public spaces such as train stations, supermarkets, and high-traffic street corners.
- Restrictions on the use of face detection technologies that rate people based on sensitive characteristics such as gender identity or race.
