In some futuristic scenarios, brands will use facial recognition to customize offers to consumers as they walk by virtual billboards, enter stores or watch mobile video in different locations. Already, some in the marketing industry are considering how to integrate biometrics into more personalized experiences.
About two-thirds of marketing professionals said they expected to see greater use of biometric data to access, personalize, or secure data and services by the end of this decade, according to a survey by WPP’s Essence that sought to measure sentiment about the pandemic’s longer-term effects on advertising.
