The Eyes Have It: Data Collection and the Future of Interactive Kiosks
Coca-Cola Freestyle machines, celebrated for offering over 100 drink combinations, harbor a hidden feature: a small camera positioned above the touchscreen. While currently inactive for direct use in pouring drinks, these cameras represent a growing trend of data collection within everyday consumer interactions.
According to reports, the cameras are equipped with “future capability for motion sense and facial recognition.” This isn’t an isolated incident; similar technologies are appearing in unexpected places, like gas pumps at Costco, aimed at preventing fraud.
Beyond Beverages: The Rise of Observational Commerce
The potential use of these cameras extends beyond simply understanding drink preferences. Patent applications from former Coca-Cola employees suggest an interest in gauging customer sentiment through observation. This aligns with a previous project involving the MIT Senseable City Lab, which focused on analyzing data from over 15,000 Freestyle machines – including time, location, and user choices – to gain insights into consumer behavior.
Currently, the primary data gathered by these machines focuses on user interactions – drink choices, purchase times, and mixology preferences. However, the presence of the cameras raises questions about the future of data collection and its implications for privacy.
The Broader Trend: Surveillance Technologies and Data Privacy
The Coca-Cola Freestyle example is part of a larger pattern. Emerging technologies, such as AI capable of tracking individuals in surveillance videos and Wi-Fi tracking systems, are blurring the lines between convenience, and surveillance. While the Freestyle cameras aren’t actively used for facial recognition at this time, the potential remains.
Coca-Cola has invested over $1 billion in the design of its Freestyle machines, suggesting a long-term strategy that likely includes leveraging collected data for both product development and revenue generation.
FAQ
- What are the cameras on Coca-Cola Freestyle machines for? Currently, they are not actively used, but are intended for potential future use in motion sensing and facial recognition.
- Is Coca-Cola actively collecting data from these machines? Yes, data on user interactions, such as drink choices and purchase times, is being collected.
- Is this a privacy concern? The potential for facial recognition and data collection raises privacy concerns, as it represents a form of passive surveillance.
Related reading