Marketing Platform Gets Biometric Search Tool

Marketing professionals can now benefit from a new facial recognition tool when managing digital assets, thanks to an update to IntelligenceBank‘s Digital Asset Management platform.

The platform is designed to let users easily organize digital marketing assets. Features of the DAM platform include things like automated photo tagging when pictures are uploaded in bulk, and a search tool that lets users look up content based on descriptions, metadata, and more.

Now, the platform’s new Facial Recognition features allows users to look up marketing assets by face. This is done by training DAM’s AI on a given set of facial images; after that, it will automatically add the subject’s name (or other associated keywords) whenever images of that person are added to the database.

“Our new Facial Recognition capabilities enable marketing teams to optimize their processes, ensure marketing content is compliant from a talent usage perspective and get work done faster and more efficiently,” explained IntelligenceBank CEO Tessa Court in a statement announcing the functionality. Court went on to add that the tool can save marketing managers time “by making it easy to find talent that has been used across multiple campaigns and remove files featuring expired talent usage rights.”

It’s a somewhat unusual example of the growing preponderance of biometric technology in everyday life, and of facial recognition in particular. Whereas face-based database searches have traditionally been associated with police efforts to match individuals against mugshot collections or other criminal databases, now this technology is letting marketers keep track of the actors, models, and other subjects their brands work with.

That having been said, in announcing the new feature, IntelligenceBank made no mention of privacy protections regarding the individuals whose faces are uploaded to the platform. With Illinois’ Biometric Information Privacy Act having now brought so many companies to court, and the spectre of national biometric privacy laws now emerging, it will be important for marketing organizations to be aware of the privacy best practices when using software like this.

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September 29, 2020 – by Alex Perala