I'm a Human Inbox

Monday, November 07, 2005

The Future of Tracking Shoppers in the Mall

[Media: Video]

For those who don't know what RFID (Radio Frequency Identification) Tags are, they are short range radio tags which transmit information. A lot of businesses are expressing great interest in these tags because it would allow them to quickly do wireless inventory and track various things about customers behavior.

A lot of people are quite concerned about this sort of technology becoming prevalent due to security and privacy reasons, and this video is a great example of what it might be like if RFID become common.

This video shows camera footage from a mall which tracks individuals based on various information.

Utilising footage from a department store manipulated through motion tracking and screen overlays that graphically represent the goods bought, The Catalogue places the viewer into the position of a remote agency, observing humanity as a series of trackable units whose value is defined by their spending capacity and future needs.

This is scary stuff, it both fascinates me and disgusts me. Watch for when the camera starts analyzing people's health depending on their purchases and their food intake.

Link (via We Make Money Not Art)