Facial Authentication Benefits


Feb. 3, 2020

Facial authentication has more uses than just simple biometrics. Businesses and the public sector are seeing its value and potential, which the public supports overall with some limits.

This is why many organizations are looking for ways to integrate the budding technology into their existing infrastructure. With the introduction of Facial AI into the equation, facial authentication systems have never been smarter. Here are just a few ways facial authentication can benefit your entire organization.

Support for facial recognition in the US

Fig. 1. Support for facial recognition in the US
(Source: Statista)

1) Improve security protocols

The security sector probably benefits the most from facial recognition applications. Tracking employees and visitors who enter and exit the premises assures that you identify potential issues with visitors, and you are able to track who gains entry to your facilities. Regardless of the type of industry your organization is in, you need sufficient security measures in place to protect employees, assets, and infrastructure.

Facial AI does more than just authentication as it can recognize and perform specific tasks automatically. It can be programmed to sound the alarm or immediately call for increased scrutiny of a video feed, or call the police for assistance when a threat is detected.

Saks Fifth Avenue, an American retail business, has used facial recognition software to detect shoplifters who enter their stores. Faces of customers are cross-referenced with the database containing the profiles of shoplifters, enabling the employees to quickly respond.

Facial recognition systems can also work during emergencies, enabling companies to keep count of who’s still in the building when evacuation measures have already been prompted.

Business owners typically install a facial recognition app in conjunction with their CCTV cameras or check-in stations. This method greatly reduces the need to spend more by adding security staff for 24/7 safety.

Organizations often worry about using facial authentication software because they think about the expenses of replacing the existing infrastructure to make the upgrade, but with an API, systems like Chooch can augment existing systems. Facial recognition apps flawlessly integrate into current security software companies, because Facial AI can utilize the live feed from cameras.

2) Detect individuals with high accuracy

Have you seen movies where authorities peer at blurry CCTV replays to identify criminals and suspicious individuals? This method serves its dramatic effect in cinema, but in real-life situations, this process was both inaccurate and inefficient – until now.

Facial recognition technology has become more precise with the addition of AI. Facial AI improves the better it is trained to recognize individuals, making it very difficult to fool the system.

Inaccuracies in identification cause misunderstandings and awkwardness with the mismatched person, but strong machine learning training with multiple sample images of a person’s face changes the equation. Using a high accuracy facial recognition system like the one Chooch provides can prevent this kind of situation by making sure the right person is identified every time.

Having a fully-automated facial recognition system reduces costs, because less people are required to identify individuals because of increased accuracy. Although trained to stay alert and spot irregularities while on duty, people need to rest and may experience lapses in judgment. CCTV cameras and facial recognition apps, on the other hand, can monitor an area without missing a beat. Facial AI is indefatigable.

3) Employee and guest check in

When guests check in to a facility, matching photo IDs and faces is a straightforward approach for facial authentication with AI. In fact, text recognition can also import all the information from an ID such as name, address, card number and so on. The facial ID system can also be configured to alert employees who are expecting a guest that they have arrived.

With employees, facial authentication is even simpler, because the facial AI system can be trained to recognize all employees as a protocol for employment. This is a clear process with Chooch, where training can be done with the IC2 iPhone app or with the dashboard.

This can solve attendance problems your organization may face as it grows bigger and more employees are hired. There might be instances wherein a co-worker checks in for a teammate, even though the latter isn’t in the premise yet.

With facial authentication software in place, there’s no more need for plastic IDs and Bundy clocks to check who has perfect attendance and who has a delinquent attitude. The facial authentication system in place can quickly and accurately track employee attendance just by scanning their face whenever they enter or exit the facility.

4) Personalization with Facial AI

Facial recognition also has its use in creating an excellent customer experience. For instance, it can be used to detect VIPs. Whenever a VIP enters an establishment, the system can prompt employees to provide special services for loyal customers.

Global facial recognition market

Fig. 2. Global facial recognition market
(Source: Technavio)

We can imagine a situation wherein a VIP frequently orders a specific coffee blend every morning. Cameras on the store can then be set up to detect this VIP’s arrival and automatically prompt servers ask the VIP if they would like their usual coffee. This creates a personalized customer experience that’s only made possible with the help of Facial AI technology.

Tech giants are utilizing the power of Facial AI by using the data they have on consumers and providing it to retail companies who want to boost their service delivery.

Facebook has recently submitted a patent for utilizing facial recognition in retail stores to provide staff with personal information of customers. The information is cross-referenced from social media profiles to let staff deliver hyper-personalized service to consumers.

In China, a KFC branch is utilizing facial recognition to offer order preferences based on the gender and estimated age of the customer. For example, when person A, who is a 20-year old male, accesses the interface, they will be initially offered with a burger or a chicken meal with coke. On the other hand, a 50-year old female will get a recommendation for porridge and soybean milk. The company is still working to make the facial recognition system smarter by remembering the preferences of users and the food they ordered during the past few days. The aim is to create a system with a better inference of what the customer may order.

Ads can also benefit from facial recognition software by displaying specific promotions popular among certain demographics. For instance, when the camera detects a male customer assessed to be below 21 years of age, the display might show the latest video games available in the store. Targeted ads partnered with Facial AI can drastically boost the lead conversion rate of your retail store.


Facial AI has promising applications in various industries, improving both security and brand experience. It’s already being used by companies like Amazon and Facebook, and more are picking it up to reap its benefits early in the game. The Chooch Facial Recognition API allows integration but start with a Facial Recognition Demo

Chooch is a provider of easy-to-implement Facial AI technology that can help your business provide unparalleled customer experience. The facial authentication system we offer reinforces existing security systems to protect business assets and employees.

If you want to know more about how Chooch can help your organization, you can easily request a product demo. Just fill out the form on our website and we’ll respond to you as soon as we can.