A Closer Look at Facial Recognition Technology: Misidentification of New Zealand Shopper as Thief
Facial recognition technology, powered by artificial intelligence, has become increasingly prevalent in various fields such as retail, law enforcement, and border security. However, recent incidents have highlighted the potential flaws and controversies surrounding this technology. One such incident occurred in a New Zealand supermarket owned by Foodstuffs NZ, where a woman named Te Ani Soloman was falsely identified as a shoplifter.
The trial of facial recognition software in 29 Foodstuffs-owned stores began in February 2023 in response to a significant increase in retail crime. According to Foodstuffs North Island chief executive Chris Quin, there were 4,719 incidences of retail crime recorded in the company’s stores nationwide in the last quarter of 2023, a 52 percent increase from the previous quarter. The aim of implementing facial recognition technology was to combat repeat offenders who often put store employees and customers at risk.
However, the case of Te Ani Soloman raises questions about the accuracy of this technology. Ms. Soloman was wrongly identified as a previously trespassed shoplifter by the software while shopping at a New World supermarket on her birthday. Despite providing identification to prove her innocence, store staff did not believe her, causing distress and embarrassment.
This incident sheds light on the potential flaws and controversies surrounding facial recognition technology. It has been criticized globally for its high-profile failures and controversies, including issues of racial bias and privacy concerns. Research has shown that these systems often perform less accurately on darker-skinned individuals, leading to concerns about inaccuracy and discrimination. A study conducted by the University of Cambridge’s Minderoo Centre for Technology and Democracy in the UK called for a ban on police using this software after the misidentification of mainly dark-skinned individuals.
In New Zealand, the Privacy Commission has also expressed concerns about the technology, citing overseas failings. Commissioner Michael Webster highlighted the potential for unfair targeting of brown-skinned individuals and emphasized the need for regulations to protect people’s privacy. He compared the use of facial recognition technology in supermarkets to being fingerprinted and checked at the door before shopping for groceries, stating that it is important to justify its usage.
Te Ani Soloman’s experience further emphasizes the potential racial bias of facial recognition technology. When asked if she believed her race played a role in the misidentification, she stated that it was a significant factor. She expressed her belief that rules and regulations should be implemented to prevent similar incidents from occurring in the future.
Foodstuffs NZ has issued an apology to Ms. Soloman, acknowledging the mistake and committing to further training and operational audits to prevent such errors in the future. However, Ms. Soloman criticized the company for blaming human error when it was an AI technology that produced the false positive identification.
This incident serves as a reminder of the need for careful consideration and regulation when implementing facial recognition technology. While it can offer benefits in terms of security and crime prevention, its potential flaws and biases must be addressed to ensure accurate and fair implementation. As technology continues to advance, it is crucial to strike a balance between innovation and safeguarding individuals’ rights and privacy.
