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Uber and Lyft drivers will add 10,000 face-tracking tablets in back of cars that will play ‘personalized’ ads to riders and monitor their reactions

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Some Uber and Lyft vehicles will soon have digital tablets in back seats that display ads and track riders’ faces to gauge reactions.  

Alfi—a self-described ‘AI enterprise SaaS platform company powering computer vision with machine learning models’— announced last week it is providing drivers of both ride-sharing companies with 10,000 camera equipped devices,

 However, it seems both Uber and Lyft are in the dark about this new venture.

Noah Edwardsen, head of corporate communications at Uber, told DailyMail.com: ‘Uber doesn’t have a deal with Alfi. So if this is happening, it is something they are doing with drivers individually.’

While a Lyft spokes person told DailyMail.com: ‘Lyft leaves third-party advertisements to be regulated by local laws, and drivers should keep in mind the impact they could have on riders.’

Alfi’s website caters to individual drivers, touting that those working for ride-sharing companies can make up to $350 a month, as long as riders are engaged with the content. 

The digital tablets show visuals and tailored messages based on the rider’s age, gender, brand behavior and interests – all in real time, as first reported on by Motherboard. 

 However, Alfi has yet to reveal how it determines what visuals and messages are shown to which individuals.

‘Imagine with me that you are a 25 year old female wearing Gucci sunglasses and you’re walking through an airport and the content of every kiosk or every digital screen you see is specifically curated for you,’ said Paul Pereira, chief executive of Alfi, in a presentation.

‘So instead of seeing ads for retirement homes or ads for wheelchairs—which are not really relevant to you as a 25 year old female—instead what you’re seeing are lady’s fashionable wear and designer sunglasses specifically curated for you.’

 

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Alfi—a self-described ‘AI enterprise SaaS platform company powering computer vision with machine learning models’— announced last week it is providing drivers of the ride-sharing companies with 10,000 camera equipped devices

The tablets are equipped with Alfi’s specialized algorithm that tracks ‘small facial cues,’ according to the company’s website.

Alfi’s computer vision also changes and runs ads remotely ‘to deliver the right content, to the right person, at the right time in a responsible and privacy compliant manner,’ according to the firm.

However, the first also notes that it ‘respects user privacy; without tracking, storing cookies, or using identifiable personal information.’

And its website states that all reporting on riders is done anonymously.

Alfi is starting with drivers in Miami, Florida and plans to ‘light up every major city in the USA,’ Florentino Diaz, Project Manager of Alfi, said in a June 15 statement.

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The tablets are equipped with Alfi’s specialized algorithm that tracks ‘small facial cues,’ according to the company’s website

‘There is no other choice when it comes to accurate brand targeting and real data reporting,’ Diaz added.

‘We have a massive operation unfolding in Miami today with hundreds of Ubers and Lyfts installing Alfi tablets.

‘It’s an epic event and marks the start of our nationwide rollout. What’s most rewarding, is we can help rideshare drivers increase their income and help create employment opportunities with community outreach programs for students.’

 

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