Ride-sharing service Uber has announced it will use facial recognition and matching technology to verify driver identity, prevent fraud and increase user safety, The Hill reports. “It also protects riders by building another layer of accountability into the app to ensure the right person is behind the wheel,” said Uber Chief Safety Officer Joe Sullivan. The app will begin using Microsoft’s Cognitive Services tool to match photos by the end of the week. While some are concerned about the move’s privacy implications, other maintain there aren’t any. “Face verification is less problematic than other uses of the technology — such as when face recognition is used to identify an unknown person,” said the Center on Privacy and Technology Executive Director Alvaro Bedoya.
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