Last week, Alfi—a self-described "AI enterprise SaaS platform company powering computer vision with machine learning models"—a

This Company Is Putting Face-Tracking Ad Tablets in the Back of Ubers

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2021-06-23 15:30:04

Last week, Alfi—a self-described "AI enterprise SaaS platform company powering computer vision with machine learning models"—announced a deal to give Uber and Lyft drivers 10,000 digital tablets equipped with cameras that will display ads, catalogue information about riders, and track their reactions to content.

As part of a larger program, Alfi is offering ride-hail drivers a free tablet that it claims will use computer vision to "recognize the demographics of the rider" and serve them "personalized content as well as advertisements." Drivers are promised a revenue share of "up to $350" so long as passengers actually engage with the content or ads.

According to a press release announcing the rollout of the program, Alfi uses computer vision and its ads are tailored “by age, gender, geography, demographics, brand behavior and interests'' and the tablet “informs the advertisers that someone viewed their ad, the number of views, and each viewer's reaction to the ad.” According to the release, “hundreds'' of Ubers and Lyfts in Miami have installed the tablets.

Alfi’s algorithm tracks “small facial cues,” according to the company’s website. On LinkedIn, its chief revenue officer admits that Alfi is “utilizing computer vision for facial recognition.” Still, throughout its marketing material, Alfi says it "respects user privacy; without tracking, storing cookies, or using identifiable personal information,” and is compliant with the European GDPR privacy law.