Ticketmaster foresees a future where facial recognition will replace physical and even digital tickets.
You’ve probably used a paper ticket in the past year. But both paper and digital tickets could eventually be eliminated by facial recognition technology, thanks to a plan being implemented by Ticketmaster.
So instead of presenting a ticket at the door, just remember to bring… your face.
Live Nation, the parent company of Ticketmaster, recently announced a partnership with a company called Blink Identity. Blink is a facial recognition company that now has significant investment from Live Nation. Now, the testing phase has already begun on a system of face-scanning ticketing alternatives.
According Blink Identity’s website, the company’s technology “can register an image of your face as soon as you walk past a sensor.”
Blink’s technology then matches that image against a large database in a millisecond — basically, in a ‘blink’. The company may also eliminate a lot of venue employees: if all goes well, Blink’s implementation will simply scan a face, and open a door or unlock a turnstile.
In a recent meeting with investors, Live Nation explained that Blink has a “cutting-edge facial recognition technology, enabling you to associate your digital ticket with your image, then just walk into the show.”
But wait: do people actually want this?
That’s actually a question worth asking. Of course, Live Nation and Ticketmaster are notorious for forcing customers to do things they don’t like. But consumers will push back at a certain threshold.
Beyond privacy issues, concerns have been raised about the actual functionality of the system. That includes an inability to recognize a face, especially months after a purchase was made. Growing a beard, losing some weight, or getting a new hairdo could affect recognition abilities.
Another concern relates to all the data collected from facial recognition. After all, who has access to this giant database? That’s a serious concern, especially since Blink Identity is deploying large-scale biometric identification systems originally developed for the Department of Defense.
Lastly, hackers might find it a challenge to breach the company’s system. Of course, every system is vulnerable to attack, with a breach potentially allowing access to a myriad of other accounts — not to mention a nice seat at a Cardi B. show.