Retail giant Tesco will begin installing face-scanning technology to detect the age and sex of customers at its petrol stations in order to show targeted adverts.
Using cameras mounted above the till, the "OptimEyes" system will be able to determine age, sex and the amount of time the customers spends looking at the advert.
It is to be rolled out initially to 450 Tesco petrol stations across the country and will feed data back to advertisers to allow them to adjust their adverts depending on location and time of day.
Tesco has struck a deal with Lord Sugar's Amscreen advertising company to bring the OptimEyes technology into its operation. The move has predictably drawn criticism from privacy campaigners.
"Yes it's like something out of Minority Report, but this could change the face of British retail and our plans are to expand the screens into as many supermarkets as possible," said Simon Sugar, Amscreen's CEO to industry magazine The Grocer.
Sugar insisted that the technology does not store images or recognise individuals but simply provides gender and age information that can then be fed back to advertisers.
"The ability to tailor content based on time and location means this can be extremely useful and timely for interacting with our customers," said Peter Cattell, the category director for Tesco's petrol stations.
So far, Tesco has not indicated which petrol stations will be using the new technology or when it will begin the roll out.
Via: The Telegraph