Facial recognition by Debbie Klein

Frequent flyers will be familiar with the growing use of e-passport gates at airports around the world – but 2018 could be the year that facial recognition technology stops becoming a novelty and enters the mainstream.

Facial recognition can be a game-changer for marketers, but until now the number of sectors and brands making full use of it has remained surprisingly low.

For retail and consumer goods brands, facial recognition has the potential to transform the payment process. KFC, for example, has already been using face ID at one of its outlets in China to enable customers to pay for their meals more efficiently, but this is an isolated example.

With iPhone X incorporating facial recognition as a standout feature for Apple Pay, and the UK on the verge of becoming a cashless society, the stage is set for a surge in the number of brands using this technology to create a more personalized and seamless customer experience.