They also claim that Kroger’s partnership with Microsoft (MSFT) on developing its EDGE smart shelves, which display digital price tags and ads, is a cause for concern as the technology allegedly has the potential to “exploit sensitive consumer data” through facial recognition tools. “Through a partnership with Microsoft, Kroger plans to place cameras at its digital displays, which will use facial recognition tools to determine the gender and age of a customer captured on camera and present them with personalized offers and advertisements on the EDGE Shelf,” reads the letter. “EDGE will allow Kroger to use customer data to build personalized profiles of each customer, and then use those profiles ‘to determine how much price hiking each of us can tolerate,’ quickly updating and displaying the customer’s maximum willingness to pay on the digital price tag.”
this is the kind of thing that scares the living shit out of me. we are sliding so quickly into this technocratic dystopia and it feels like the brakes are giving out.
r/aboringdystopia
