Facewatch: the reality behind the marketing discourse
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- Facewatch is allegedly developing a facial recognition technology that will work when people are wearing masks.
- Statements by the CEO of Facewatch and marketing documents suggest the company is partnering with police departments in the UK - but the reality is unclear.
- Beyond the marketing discourse, this situation stresses the impending need for more transparency when it comes to partnerships between police forces and companies selling surveillance technologies.
As more and more of us feel compelled to cover our faces with masks, companies that work on facial recognition are confronted with a new challenge: how to make their products relevant in an era where masks have gone from being seen as the attribute of those trying to hide to the accessory of good Samaritans trying to protect others.
Facewatch is one of those companies. In May 2020, they announced they had developed a new form of facial recognition technology that allows for the identification of individuals ba...
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