In the Digital business space met brands, media agencies and technology companies. The event was organized Segmento management platform, the Internet based advertising data. In the discussion of “Horizons of digitization: are there limits?” experts in technology, psychology, culture and media discussed the application of face recognition technology, the privacy and the future of media consumption.
The panel discussion was attended by:
Xenia Chudinova, editor of “Snob.ru”, moderator;Alexander Vladovsky, digital media Kaspersky business partner;Daria Eli, Director of partnerships, Future History, Jaroslav Slobodskoy-Plusnin, head of division “Evaluation for development”, Moscow school of management SKOLKOVO;Maria Falikman, head of the Department of psychology, faculty of social science;Ilya Levchuk, Deputy Director of the Department of integration of marketing, Huawei;Daniel Kireev, senior researcher Systems, facial recognition technology.
What are the application of face recognition technology?
Daniel Kireev: the Technology of face recognition Systems measures six basic emotions: anger, fear, disgust, joy, sadness and surprise. Our algorithms run on neural networks, on a large number of labeled data. We can supply the camera and understand whether the client is satisfied with the service provided.
Maria Falikman: Now these technologies are increasingly in demand to evaluate user experience with the site. They show that he was interested in and what is not, which causes irritation and discontent. The possibilities of this technology exceed the capacity of the questionnaire.
Ilya Levchuk: it is Important to look not only on the part of business. A lot of these cases is used in schools to assess how the child perceives complex information. On the basis of the CCTV in the classrooms to implement a function and to get on the phone information about how your child learns, what upset him and so on.
Jaroslav Slobodskoy-Plusnin: Security is another important field of application of such technologies. A relatively recent case: at an American airport algorithm determined the person’s critical alarming amount of emotion on his face as he passed the gates. It turned out that he came with explosives. The staff very quickly responded, because the algorithm gave the signal.
Do these technologies privacy privacy?
Maria: I can imagine a world in which people will not just stick the camera on the laptop, but hard to control your emotions, whether a school lesson or working in a Bank. But it will take a lot of time unless cultural practices. Up to this point the technology will be a step ahead of us.
Ilya: All your attempts to hide the emotion will be the pattern for additional evaluation. This is not the future, but a reality for many countries. The question is, when it comes to Russia.
Daniel: Technology is not so steep. They are certainly developing, but not enough to notice that man hides emotions. Many datasets, which are neural network based on the work of the actor, who is asked to play a surprise, for example. If we have real data markup, with voice and video, maybe we’ll go a little farther.
Ksenia: going Back to the collection and storage of data, it is clear that airports and governments work with it. I just recently bought a robot vacuum cleaner. Went with a tape measure around the apartment before and couldn’t try on, for half an hour and he drew the whole plan. My friend said to me: “the plan Now your apartment from the Chinese government.” It turns out that there is technology for business, but at some point the state will come and say — this is a safety issue!
Ilya: In Europe there is a GDPR, Huawei it. The law “On personal data” operates on the territory of Russia. Each state considers its options of data protection. Here you are talking about a vacuum cleaner, but I’m more interested in “Yandex”, which knows about all of us, if you use the phone. I agree with my colleague — you need very large resources, which will handle a vast array of data, make a selection and realize that this is your apartment. It is very difficult not from the point of view of the mathematical model and processing huge amounts of data that comes from 6.5 billion people.
Yaroslav: In China, where the government actively uses the face detection technology, the rapidly evolving market of masks. They allow you to create some anonymity. But algorithms go further — recognize people do not even face, and according to specific characteristics, gait, for example. People because you can track even from the back.
Ilya: Once a quarter I go in China. In any megacities has a huge amount of cameras. Even if you’re wearing a mask, they will keep track of the time in the frame, as you put it and how you took it. This simple task: if you did something illegal, you will find.
Why in Russia there is still no communication 5G?
Ilya: we have signed 50 commercial contracts in the world, 31 countries have already started the 5G connection. Of these, 21 countries started the equipment of Huawei. Why are we not ready? In Russia, the necessary frequencies are occupied by the military or a satellite. In the world, this situation only we and the United States. As we speak, the number of stations is close to 200 thousand.
Yaroslav: in Addition to supplying antenna and spend 5G, it is necessary to build big infrastructure, this is a very handsome costs. What is 5G? This is a greater number of connections, maximum speed and the minimum number of delays. This new generation network. For media it might be interesting what you can do videos, and for example, the 3D on the phone is some object almost online. Thus, TikTok will rest.
What will be the media consumption in the future?
Maria: I have close the position in the mid-2000s made man, a former soldier of the cognitive revolution of the 60s, then grew to Vice-President of Apple, the psychologist Donald Norman. He has a wonderful book “Design of future things”, where he writes that technology, expanding our capabilities, increasingly take on the function of decision-making. The question is, how far are we willing to delegate it to them. I came home, and I have a smart home decided that you need to heat the floor. And I do not want today, but can not do anything. Same story with the Navigator or I’m going for it, or trying to turn it off. Someone is willing to delegate to someone there.
Xenia: I’m more interested in where you will get the media? It seems that in this new world of media and never will. While the huge volumes of information, media, make the selection for your audience: about it you can think of, and it is not worth wasting time. The feeling that in the future the influence of the media will be greatly reduced.
Alexander: Changing consumption and how people are distributed between the products. Those standard products that were profitable for years, go by the wayside. First, rose’s young generation, which, in principle, about the safety of big thinking as long as something doesn’t happen. Second, people are moving to mobile products. Especially Apple users think that they are absolutely safe platform which cannot be hacked. This does not mean that they do not pass on the wrong link or enter the password on the wrong website.
Xenia: what the younger generation thinks about security is a very serious topic for discussion among 30-45-year-olds. It turned out that digital security is concerned about people less, than physical, in the streets. Questions about transferring data have become commonplace. We, as media, we’re collecting that data, all easily share the e-mail issue subscription.
Maria: it is believed that when man evolved as a species, one of its specific features was the desire and the ability to share information: where to eat, where to hide. Animals on their own initiative of information not shared. Only man does this, and that we fail. Anyone interested, read “the Origins of human communication”, where it is very detailed.
Daria: If we talk about the features of mobile media consumption, our vertical format video (project 1968, audio) gathered 5 million views in the U.S., 1 million in France and over 35 million in Russia.
Daniel: Technology should be as convenient as possible. For example, for facial recognition, one does not need to make any effort, he doesn’t need to know how it works. The simpler the technology, the more people will use it.
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