Event Tech
Facing up to a new challenge
Brecht Fourneau, Senior Director, EMEA Marketing
for cloud-based event management software company Aventri,
looks at three top trends in facial recognition for events
s facial recognition ready
for prime time at events?
My Aventri colleague Ivan
Lazarev, Global Head of
Experiential Solutions, thinks so: “The
technology holds tremendous promise
for tradeshows and events. We’ve
validated dozens of facial recognition
engines, some with excellent results,
others with problems. The key to
success is to match up three essentials:
great cameras and lighting, processing
power and facial recognition engine.”
As this innovative technology
gains traction in our personal and
professional lives, attendees will start
expecting it at events.
So, I’d like to point out three big
trends and explain how to reap
the benefits and avoid the unique
challenges of facial recognition for
events.
the image, but only uses it to create
a digital signature for the event. Let
attendees know this, and explain
a photo will make onsite check-in
smoother. From Facebook and
Amazon, people understand they get a
better user experience if they provide
some information. So, expect facial
recognition check-in to resonate with
attendees.
2.
More powerful security. As face
recognition evolves, it offers
great potential to improve event
security. The technology works in
a few seconds even in a crowded,
fast-changing setting. No wonder
major sports stadiums have started
deploying it at the main entrance.
Facial recognition can work
successfully with perimeter access
control systems at large-scale events.
For example, organisers saw great
success in February pairing facial
recognition with smart badges to
bolster security at Mobile World
Congress 2019 in Barcelona.
TIP: Make security robust but
unobtrusive. Use advanced technology
to help ensure only registered
attendees gain access without making
them feel they have cause for concern.
3.
New take on real-time feedback.
Facial expressions, especially
‘microexpressions’, provide a
window to a person’s emotions.
Microexpressions are involuntary
expressions, often lasting just 1/15 of a
second. Unlike more prolonged
1.
Enhanced check-in. State-of-
the-art facial recognition is
the fastest way to check in at events.
Self-service check-in has been around
a while. Now, facial recognition levels
up the experience. The latest systems
greet the attendee by name, verify
registration and print out a badge.
The entire process takes about nine
seconds flat, including issuance of a
personalised paper badge.
No more barcodes, confirmation
IDs and waiting in queues at the
entrance. You’ll treat attendees like
VIPs when they get a personalised
greeting and breeze right in.
TIP: Facial recognition relies on
attendees providing a photo during
online registration. It’s essential to
make posting a photo optional. Be
sure your technology doesn’t store
w w w.exhibitionworld.co.uk
Issue 3 2019
39