About Face: How the iPhone X Could Change Brand Marketing
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Facial recognition — it’s not about you unlocking your phone, it’s about your phone unlocking you. For marketers, this could represent a watershed era.
Since the announcement, and now the release, of the iPhone X, facial recognition has quickly become a topic of household conversation. As they are wont to do, Apple is taking a technology that previously existed in niche or academic domains and introducing it to popular culture (amid great expectation). And while the key feature is a security function — unlocking your phone — a mass consumer device that can recognize faces is clearly a powerful technology with potentially vast implications.
By some estimates, 90% of personal communication is nonverbal. Regardless of the math, it’s clear we lose a ton of signals in digital communication because we don’t understand the nonverbal cues of the person on the other side of the screen. We’ve been using emojis and LOLs to make up for not being able to share emotion in our digital interactions.
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