The Apple effect
The Federal Trade Commission has long touted facial recognition as a key safety tool in mobile commerce, social networks and any other financial or health process in which personal data needs protection, while phone manufacturers and card brands have their eyes set firmly on device authentication and, in turn, payment security. But the road to facial recognition moves down a slippery slope in some instances, not the least of which is consumer knowledge and adoption.
But the same arguments were made about using fingerprint recognition — a process once considered reminiscent of being placed under arrest — and consumers grew to accept Apple's Touch ID and recognize it as a secure alternative to typing a PIN or password for purchases. Time will tell if Apple can win consumers over to facial recognition as well.