{"id":2721,"date":"2013-08-13T17:56:29","date_gmt":"2013-08-13T21:56:29","guid":{"rendered":"https:\/\/www.myassettag.com\/blog\/?p=2721"},"modified":"2025-02-25T06:57:39","modified_gmt":"2025-02-25T11:57:39","slug":"facial-recognition-technology-replace-rfid","status":"publish","type":"post","link":"https:\/\/www.myassettag.com/blog\/facial-recognition-technology-replace-rfid\/","title":{"rendered":"Can facial recognition technology replace RFID?"},"content":{"rendered":"

Facial recognition technology (FRT) is set to topple Radio Frequency Identification (RFID). It\u2019s less expensive and can be used in a greater variety of ways. Retail, events, marketing, and payment solutions are all using FRT. In fact, FRT and visual identification systems are being used to pinpoint people and inventory, too.<\/p>\n

FRT is more affordable than RFID<\/h2>\n
\"rfid-reader\"<\/a>

An RFID reader at McDonald\u2019s. Image by Bradley Newman.<\/a><\/p><\/div>\n

\u201cRFID hardware is prohibitively expensive for most brands.\u00a0 I have worked with customer activation projects that have spent between $50,000 and $75,000 on just the hardware,\u201d says Jen Ohs of Brightline Interactive.<\/p>\n

In contrast, video cameras<\/a>, which are hardware for FRT, are much cheaper. Software and analytics for FRT are also being developed for comparatively small monthly fees.<\/p>\n

FRT can track more data than RFID<\/h2>\n

Additionally, Ohs feels that FRT can replace RFID as it is a more intuitive technology. She goes on to say that RFID misses out on tracking what users often don\u2019t need to specify while registering for events- for instance- age, gender, ethnicity, and importantly- reactions.<\/p>\n

Capturing such data is easy in facial recognition technology. Events already use Facebook photos to recognize attendees. Alternatively, a camera can take a photo of a person during registration, to let other cameras track his or her activity during the event.<\/p>\n

Facial recognition technology can harness the potential for interactivity at an event. Coca Cola used this technology to great effect in their Summer of Love Tour in Israel. While registering, users could opt in to the facial recognition app, Facelook on Facebook. At the event, users could post updates of what they were doing, to Facebook, simply by looking into Facelook kiosks.
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