wrongfully increasing those numbers even more due to machine error is not worth the potential gains in legitimate apprehension (Hargrove, 2017). As mentioned above, another factor that make some uncomfortable is the feeling of being monitored no matter the situation. Although companies have been eyeing FRT for its uses in personalized advertising to cut down on costs of ads that may not be reaching their ideal targets, there are concerns that by doing so, these companies will alienate their customers rather than bringing in more business (Hargrave, 2016). Some companies such as M&C Saatchi Artificial Intelligence have already rolled out personalized billboards in London to test receptiveness of passersby to their changing messages depending on their interest and perceived mood. However, this brings up issues relevant to both the social and political spheres. Although proper utilization of this technology can lead to enhanced customer experiences and less wasted time and money, it is hard to regulate every person’s decision to opt-in to such a service. This is problematic for companies because it adds an extra verification step that must go through the proper legal pathways in order to be deemed legitimate, just as technology companies must now do when taking advantage of user information for targeted ads.
15 Although FRT, in theory, has many potentially positive uses, there is also much room for error and misuse. With a lack of regulatory action pertaining to the technology and data involved, it is difficult to manage the many loopholes and abuses of information that can be taken advantage of. In light of this, the related legislation must be amended to take into account the issues FRT presents to justly place the rights of the people at the forefront of this sphere of innovation. These issues will be explored in greater detail in the following sections.
16 3. Technological Advancements and Issues 3.1 Functions, Goals, and Advancements Modern facial recognition technology has infiltrated many different industries for its wide variety of services, all with the purpose of making our lives a little bit more convenient, efficient, and safe. Equipped with up-to-date software promising unmatched accuracy in their newly designed algorithms, corporations are able to smoothly and conveniently run without worry of security breaches. More importantly, this powerful developing technology can expedite a lot of processes and functions in governmental departments . It can potentially allow criminal justice systems in this crime-ridden world to be more efficient in their efforts to catch wanted fugitives, and it can definitely speed up the security check process at the airport for international and domestic travelers alike. With increasingly accurate readings and detections, this technology is surely progressing with proven data to reach the goal of providing user convenience, efficiency and safety.