Biometric technology in the EU will move increasingly toward recognizing customers and building a loyalty program from the data it collects, the Guardian reports. “We’re already working behind the scenes with some well-known retailers who are interested in spotting their loyal shoppers when they walk through the door,” said Andy Martin of Axis. “It would allow a sales assistant to be alerted and offer some a truly personalized shopping experience.” European lawyers caution that the forthcoming General Data Protection Regulation treats biometric information as extremely sensitive and will require clear consumer opt-in, the report states.
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