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What ethical issues arise with facial recognition technology?

Tick ( ) if you know this.
▶ Digital citizenship is the responsible and ethical use of technology and online platforms.

▶ Grey-hat hackers break into systems without permission, but not with harmful intentions.

FACIAL RECOGNITION TECHNOLOGY

Facial recognition technology uses cameras and Artificial
Intelligence (AI) to recognise and identify people by
analysing their facial features - like the shape of their eyes,
nose and mouth. It can quickly match faces with photos
stored in databases.

Facial recognition technology is a powerful tool that, when
used ethically, can improve lives by helping to find missing
people or unlocking devices safely. However, it must be used
responsibly to protect privacy and data security.

PURE
72% of hotel operators are expected to deploy facial recognition by 2025 to identify
and interact with guests. FACT

BIG DATA AND TARGETED MARKETING: A DIGITAL REVOLUTION

In the digital world, every online action, such as visiting
a website, watching a video, liking a post or making a
purchase, leaves a digital trace. When billions of these
traces are collected, they form Big data, which refers
to the massive volume of information from online and
offline sources like social media, e-commerce, GPS and
browsing history. Targeted marketing uses these insights
to deliver personalised advertisements and messages to
individuals or specific groups based on their interests,
behaviour and demographics.

Big data and targeted marketing play a central role in digital citizenship, shaping how people
interact, participate online and make informed decisions.

AI, Ethics and Online Awareness 131