Events that highlight technology’s ability to create efficiencies are starting to practice what their speakers preach. Technologies including artificial intelligence (AI), facial recognition, and integrated badge systems are gaining traction as ways to improve the attendee experience. While these tools offer real benefits, they also raise significant privacy and trust concerns that both planners and attendees should understand.
Advanced Technology Use at Events
Facial recognition and AI technology behind the scenes can streamline event logistics while improving security and experience. Some key benefits include:
Faster check-in – Using facial recognition allows people to quickly receive admittance to an event without having to find or present a ticket. The use of scanners reduces staffing needs at entry points, allowing staff to be reallocated to other attendee-facing roles, which could include more concierge-level service.
More personalized experience – Facial recognition can enable teams to greet VIPs by name and follow up with tailored content suggestions based on session attendance history.
More accurate attendance tracking – Facial recognition systems can automatically log check-ins and check-outs, providing highly accurate attendance data for post-event analysis and reporting, which is invaluable for demonstrating ROI.
Improved security – Matching identities to registered attendees in real time ensures only the people with valid tickets are, in fact, the ones in attendance. Facial recognition can also be used to flag individuals that may pose a risk to speakers or attendees, which is particularly important when hosting high-level government officials. During her 2019 Reputation Tour, Taylor Swift used facial recognition at concert venues to allegedly prevent known stalkers from attending her concerts.
Understanding Compliance Requirements
While all of this innovation has clear benefits for planners and attendees alike, those using these solutions need to take care with how they are implemented and how the collected data is used.
There is no federal regulation of facial recognition technology. Several states, however, have introduced and implemented measures that impact the use of such technology and the data it collects.
In 2008, Illinois enacted the Biometric Information Privacy Act, the first law of its kind, which requires notice to the person of the use of their biometric data and requires a written release from them. It also restricts the sale of any person’s biometric data. The California Consumer Privacy Act (CCPA), enacted in 2018, gives consumers more protection over the information that businesses can collect from them, including biometric information.
Privacy-Aware Technology Use
To realize the benefits of biometric and other attendee data while protecting the trust of attendees, consider these best practices:
Clear Consent and Transparency – Before any data is collected, attendees must be informed as to how that data will be used, stored, and accessed. They should be asked to give opt-in consent.
Data Protection – All attendee data should be encrypted and stored separately from personally identifiable information (PII). Planners should ensure that all of their technology vendors comply with data protection laws like GDPR, CCPA, and other relevant standards.
Simple Opt-Out Options – Facial recognition at events should always be optional. Attendees who prefer not to use it should be able to check in via alternative methods including QR codes, RFID enabled badges, or manual check-in.
Post-event deletion – Attendees should be able to request data deletion post-event.
Facial recognition, smart badge technology, and AI-powered data integration can offer speed and security improvements that benefit both planners and attendees. But these tools must be deployed with careful attention to privacy, consent, and data governance. Successful use means striking a balance between technological innovation and respect for personal privacy.