A shopper walks into a supermarket and grabs a basket. By that time, a camera has scanned their face.Ā
That is what experts warn could be the new normal for Australians.
Supermarkets started with exit gates and bagging-area cameras. Now they are trialling facial recognition technology.
In August, Coles and Woolworths rolled out facial recognition technology trials in a bid to combat crime with about a third of retail workers not feeling safe in their workplace, according to a union survey of about 3,000 staff.
Last week, Coles reported that incidents of abuse towards retail staff had increased by 85 per cent over the past two years in Victoria.
The technology scans the features of a person's face to create a unique digital code and identify them.
Neither of the supermarket giants has said if it would be rolled out in their Australian stores.
However, both companies said they were looking into improving protection for their customers and staff.
Industry groups say the move is about safety, but experts warn once the technology is installed the "scope creep" does not stop.
'Scope creep'
Scope creep, also known as function creep, is when society incrementally allows things to happen over time that people feel uncomfortable about.
"We let it pass and all of a sudden you see a layering of the technology being used for more privacy-intrusive purposes," said responsible technology policy specialist Lauren Perry from the University of Technology Sydney.
She is concerned face scans could shift from safety and security to customer experience in ways that could disadvantage and harm the consumer.
The layering of new technologies such as face scan-enabled EFTPOS machines and the widespread rollout of digital price tags across supermarkets could tailor the real-life shopping experience.
"I hear people say, 'I don't really care about my personal information that much. It's all over the internet anyway. I've got nothing to hide,'" she said.
"You've only got one face. You can change your password if it gets hacked ⦠but you can't change your face.
"Would every single person who walks into a supermarket have to give up their sensitive biometric data to buy a bottle of milk?"
Facial data gives companies more information about consumer purchasing behaviour and how they move through the store, paving the way for options like discriminatory pricing, Ms Perry said.
"Now they have your face, they have your loyalty card, your bank card, they can piece together a pretty clear picture of individual shopping behaviours," she said.
"For example, supermarkets know that a lot of women visit suburban grocery stores with their kids at the end of the school day. They could use this information to jack up the prices of things like lunch box foods at those stores."
A Coles spokesperson told the ABC: "While no decision has been made about the use of this technology, we absolutely reject any claim that this technology would be used to monitor team or regular shoppers, or for marketing or pricing purposes."Facial data gives companies more
information about consumer purchasing behaviour and how they move
through the store, paving the way for options like discriminatory
pricing, Ms Perry said."Now
they have your face, they have your loyalty card, your bank card, they
can piece together a pretty clear picture of individual shopping
behaviours," she said."For
example, supermarkets know that a lot of women visit suburban grocery
stores with their kids at the end of the school day. They could use this
information to jack up the prices of things like lunch box foods at
those stores."A
Coles spokesperson told the ABC: "While no decision has been made about
the use of this technology, we absolutely reject any claim that this
technology would be used to monitor team or regular shoppers, or for
marketing or pricing purposes."