GermanyRetail and e-commerce2016–2017Real
Facial analysis of advertising audiences at supermarket checkouts
Real stopped checkout audience analysis after criticism of cameras in advertising displays
Problem
Real tested camera-based audience analysis to help advertising provider Echion understand which advertising films attracted customers' attention.
Approach
The test began in autumn 2016 and ran in 41 supermarkets, where cameras measured customers' attention to advertising screens. Privacy campaigners criticized the collection and filed a complaint. Real stopped the test with immediate effect in June 2017, saying customers could not understand its benefit. It maintained that no characteristics attributable to individual customers were stored or transmitted, and the Bavarian data protection authority had found no legal violation.
Results
Takeaway
Real's explanation of anonymous processing did not resolve the public objection. The company ended the test despite the favorable Bavarian assessment and said future technology decisions would involve customer councils and focus groups.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Computer vision
- Adoption
- Vendor solution
- Evidence
- Press reporting
Sources
Source summaries
The report dated the test to autumn 2016 and identified 41 participating stores. It described the immediate withdrawal, Real's defense of anonymous processing and the Bavarian authority's finding of no legal violation.
Golem reported Real's termination of the Echion test and its explanation that customers did not understand the benefit. It described the measurement of faces and viewing direction and Real's plan to consult customer groups on future technology.
Full details are in the original sources.
