As we sacrifice privacy and more of our personal lives come online, the singular concept of a man or woman in control of their own manifest destiny falls.
While we share individual pieces of our lives, the image of ourselves we want people to see shifts. Our peers and family members add their own touches to the picture. Identity is no longer controlled by the individual, rather it’s painted in an impressionist or abstract fashion by their peers.
Facial recognition marketing uses cameras in stores and kiosks to take an impression of your face. It then estimates your gender and age, and serves you ads that are most likely to appeal to your demographic.
For example, a camera at a train station diorama senses you are a young man in his twenties, and serves you an ad for Axe soap. A young woman of the same age might be shown an ad for Crest Whitestrips.
It’s one thing to let others own your online social data. It’s another to surrender the physical whereabouts of your own face.