Surveying User Reactions to Recommendations Based on Inferences Made by Face Detection Technology

Abstract

It is increasingly possible to use cameras and sensors to detect and analyze human appearance for the purposes of personalizing user experiences. Such systems are already deployed in some public places to personalize advertisements and recommend items. However, since these technologies are not yet widespread, we do not have a good sense of the perceived benefits and drawbacks of public display systems that use face detection as an input for personalized recommendations. We conducted a user study with a system that inferred a user’s gender and age from a facial detection and analysis algorithm and used this to present recommendations in two scenarios (finding stores to visit in a mall and finding a pair of sunglasses to buy).  This work provides an initial step towards understanding user reactions to a new and emerging form of implicit recommendation based on physical appearance.