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How Facial Recognition Is Redefining The Way We Do Business

Combating security and verification flaws through facial recognition.

Posted by Felix Gerlach

Facial recognition is powering an incredible boom - one where an hour-long wait for security clearance or identity verification checks can be completely negated. Step over, look right into the camera lens and it’s done.

Sound convenient? An increasing number of tech companies are certainly upbeat on liveness detection for face recognition and are partnering with several businesses and government bodies to enable face recognition application programming interfaces (APIs).

With artificial intelligence powering it, it works smarter than your brain. The biggest win for business and federal governments? All-time high customer satisfaction.

In today’s competitive landscape, industries worth hundreds of billions of dollars are looking to provide an enhanced and personalized user experience. While seeking to steer a profitable and relevant business, companies are integrating technologies that power liveness detection authentication and face recognition online to make their platforms more secure.

Powering smarter tech with enhanced security

“Facial recognition is undergoing something of a revolution,” says Patrick Grother of National Institute for Standards and Technology (NIST). “The underlying technology has changed. The old tech has been replaced by a new generation of algorithms, and they’re remarkably effective.”

A seamless process for face recognition APIs will help businesses keep up with changing consumer demands and expectations - without compromising on security. "We live in a time where AI can surpass the human brain's capability," remarked Marios Savvides, director of the CyLab Biometrics Center at Carnegie Mellon University.

The technology powers a user-friendly process, where a picture of the user’s face is captured and supported by face recognition APIs, creates a facial signature. Platforms such as Passbase enable liveness detection authentication through a video selfie format, backed by government ID verification. Better yet, the user gets control over his or her digital identity - and gets to choose what data to share and who to share it with.

Passbase offers ID verifaction for over 150 countries. Read more passbase.com

At a time when there’s an increase in data breaches, privacy issues and continued surveillance, a decentralized solution that provides liveness detection for face recognition is apt, given today’s data-sensitive environment.

Facial recognition goes mainstream

With enterprises aiming improved accuracy rates and better staff management, liveness detection authentication providers are rapidly becoming one of the go-to options for identity verification.

“When it comes to preferred modals, facial recognition dominated as the biometric thought most likely to be on the increase over the next few years, at 38%, followed by multimodal (22%) and iris (11%) – all usurping fingerprint at 9%,” a report published by the Biometrics Institute stated.

Experts are betting big on enabling liveness detection for face recognition, particularly with biometric security offering an additional layer of data privacy.

Researchers estimate that the facial recognition market is set to be worth almost $6.84 billion over the next two years, more than doubling since 2016.

Increasing adoption across multiple industries and rising usage within the public sector largely powered the momentum. The technology also helps revolutionize the way businesses operate.

For brick and mortar stores, it helps them identify their customers and shoppers, link them to their purchase history and make data-driven changes. What’s more, face recognition APIs mitigates the risk of theft and shoplifting across stores. For e-commerce platforms, users can make payment using their facial signature - or simply, by smiling into a camera.

For those use cases, Passbase offers a face recognition API, which enable businesses to verify their users in a seamless way by leveraging emerging technologies and machine learning.

The industry is only set to further compound - studies by venture capitalists around liveness detection for face recognition highlight that over 45 billion cameras across the world will drive face recognition, capturing visual data to create a hyper efficient and customer centric market.

Digital identity platforms such as Passbase that provide liveness detection for face recognition come with fraud detection and anti-spoofing features. Interestingly, market research company Forrester highlights that better customer satisfaction can bump up revenue per customer by $6.52 . Customers enjoy a frictionless authentication process with face recognition APIs.

In most places, antiquated check-in procedures can make or break a client’s perception of the business. An example that comes into play here would be the mobility industry, particularly within the shared economy space.

No matter how advanced or disruptive the product or service is pitched to be, if the platform lacks sound security and digital identity verification, the company would find it incredibly hard to scale without taking on significant risks. Face recognition plays a pivotal role in authenticating a user - key to ensuring user accounts are secure and will not be tampered with.

The technology doesn’t just encompass digital security or face recognition online. Liveness detection authentication has nudged its way into physical security to screen threats and intrusion, monitor a business’ assets and corporate affairs, and detect any known individual.

"Facial recognition technology can verify a person from a digital image or video database to determine if they should enter. Whether it is preventing someone on a watch list or only allowing known users in – the algorithm is helping security professionals proactively monitor and prepare for threats," said Mike Ellenbogen, co-founder of a threat detection system.

Facial recognition technology penetrating the smartphone space

With multiple smartphone manufacturers adopting facial recognition to provide convenience and security to its users, liveness detection authentication is increasingly becoming the de-facto standard, gradually eliminating fingerprint sensors.

According to Counterpoint’s Component Tracker estimates, more than a billion smartphones will ship with facial recognition in 2020. Apple and Samsung will likely lead the pack for this new technology adoption, followed by Chinese players like Oppo, Vivo, Xiaomi, OnePlus and Huawei.

Tackling data privacy

When it comes to data privacy, face recognition online may raise concerns for customers. Most often, the technology hinges heavily on stored data points.

Enterprises and users will need to check security capabilities and understand what the platform delivers before opting in. Data storage should be through a highly secure network, while sticking to privacy laws.

Is facial recognition prone to data theft? Like most online platforms, face recognition online does face cyber security risks. Here’s where users should leverage identity verification solutions that give them control over their data. With privacy baked in, Passbase tackles one of the biggest issues at hand - data privacy.

“Companies gain access to users’ information in a secure enclave, and avoid the dangers of getting hacked and leaking sensitive information,” Mathias Klenk, co-founder of Passbase, told TechCrunch last month.

Backed by biometric technology and authorized government ID, it offers enterprises a simple tool to verify users. It helps filter out fake accounts, reduce fraud and data breaches - all the while staying compliant with privacy regulations.

It’s important that users understand the scale of change that’s underway in this space - be it governments or companies, the technology is key to helping us face the future.

Links:

Other Articles:

  1. Why Google Was Hit With a $57M GDPR Fine and What It Means For the Future of Data Privacy! LINK

  2. Two Trends That Prove the World Needs a Better Identity Solution LINK

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