Facial Recognition Technology in the Spotlight as New Zealand Shopper is Incorrectly Identified as a Thief
Supermarket chain Foodstuffs NZ reported 4,719 incidences of retail crime in its stores nationwide in the last quarter of 2023, prompting the trial of facial recognition software powered by artificial intelligence to combat shoplifters.
An incident involving the inaccurate identification of a New Zealand woman as a trespassed shoplifter has raised concerns about the technology’s reliability. Te Ani Soloman, a Rotorua woman, felt paranoid about being labeled a thief after being wrongly identified and challenged by staff at a Foodstuffs-owned New World supermarket on her birthday.
Despite providing identification to prove her innocence, Ms. Soloman’s efforts were disregarded by the staff who had already made up their minds based on the software’s identification.
Foodstuffs initiated the trial of the technology in 29 of its stores following the significant increase in retail crime incidents. The company aims to continue the trial for six months to address the escalating security concerns.
While facial recognition technology has been increasingly utilized in various sectors, including retail and law enforcement, it has faced criticisms for its failures and controversies, particularly related to racial bias and privacy concerns. The technology’s inaccuracies have been highlighted in studies, raising serious concerns about its discriminatory implications.
New Zealand’s Privacy Commissioner has also expressed apprehensions over the technology’s potential misuse and discriminatory targeting. Concerns have been raised about the erroneous identification of individuals, leading to unwarranted accusations and infringements on privacy.
The incident involving Ms. Soloman has underscored the need for regulations and guidelines surrounding the use of facial recognition technology to prevent similar errors and ensure fair treatment of individuals.
Foodstuffs has issued an apology to Ms. Soloman and emphasized the importance of rectifying mistakes promptly and providing necessary training to ensure proper protocols are followed in the future.
