The UK's privacy watchdog the ICO is looking into the technology.
This is the first national rollout of the system, known as OptimEyes, which claims to recognise facial characteristics that determine a customer's gender and age in order to show more relevant video adverts on screens as they queue at the till.
Simon Sugar, chief executive of Amscreen, the firm which sells the technology, has admitted it has connotations of science fiction, but is looking to increase its reach further. "Yes, it's like something out of Minority Report, but this could change the face of British retail and our plans are to expand the screens into as many supermarkets as possible," he said."
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