High-quality cameras in mobile devices have made facial recognition a viable option for authentication as well as identification. Apple’s iPhone X and Xs, for example, include Face ID technology that lets users unlock their phones with a faceprint mapped by the phone's camera. The phone's software, which is designed with 3-D modeling to resist being spoofed by photos or masks, captures and compares over 30,000 variables. Face ID can be used to authenticate purchases with Apple Pay and in the iTunes Store, App Store, and iBooks Store. Apple encrypts and stores faceprint data in the cloud, but authentication takes place directly on the device.
Smart advertisements in airports are now able to identify the gender, ethnicity and approximate age of passersby and target the advertisement to the person's demographic.
Facebook uses facial recognition software to tag individuals in photographs. Each time an individual is tagged in a photograph, the software stores mapping information about that person’s facial characteristics. Once enough data has been collected, the software can use that information to identify a specific individual's face when it appears in a new photograph. To protect people's privacy, a feature called Photo Review notifies the Facebook member who has been identified.
Other examples of facial recognition include Amazon, MasterCard, and Alibaba, who have rolled out facial recognition payment methods commonly referred to as selfie pay. The Google Arts & Culture app uses facial recognition to identify museum doppelgangers by matching a real person's faceprint with a portrait's faceprint.
Developers can use Amazon Rekognition, an image analysis service that's part of the Amazon AI suite, to add facial recognition and analysis features to an application. Google provides a similar capability with its Google Cloud Vision API. The technology, which uses machine learning to detect, match and identify faces, is being used in a wide variety of ways, including entertainment and marketing. The Kinect motion gaming system, for example, uses facial recognition to differentiate among players.