Last October, Meta immersed the foot in the world of facial recognition, an area where it has had a difficult record, with an international test of two new tools: one to stop scams based on the image of famous people and a second feature of facial recognition to help people return to the committed accounts of Facebook or Instagram. Now, that test is expanding to a more notable country.
After initially maintaining his facial recognition test in the United Kingdom, Meta also began shooting both tools there. And in other countries where tools have already been launched, the protection of “celebrity bait” extends to more people, the company said.
Meta said he obtained the green light in the United Kingdom after “after committing to the regulators” in the country, which has made a great point in recent months of embracing the AI. Nothing is still known in Europe, the other key region where Meta has not yet launched facial recognition tools.
“In the coming weeks, public figures in the United Kingdom will begin to see notifications in the application that make them know that they can now choose to receive the protection of celebrity bait with facial recognition technology,” said a company statement. Both this and the optional tools for “Video Selfies Verification,” said Meta.
When Meta first described the deployment of the two new facial recognition tools, the company said the characteristics were not being used at all but the purposes described: fight against scam ads and user verification.
“We immediately eliminate any facial data generated from advertisements for this unique comparison, regardless of whether our system finds a coincidence, and we do not use them for any other purpose,” wrote Monika Bickert, target vice president of the content policy in a Blog (which is now updated with the details about the expansion of the United Kingdom).
However, the developments arrive at a time when everything is in AI in their business.
In addition to building its own large language models and using AI in its products, it is also working on an independent application. It has also intensified lobbying efforts Around technology, and given its two cents, which considers risk applications, such as those that can be armed (the involvement is that what targets builds is not risky).
The company’s movement to create tools that solve immediate problems in its applications is probably the best approach to obtain acceptance of any new facial recognition feature. These characteristics fit that invoice. As we have said before, Meta has been accused for many years of not preventing scammers from appropriating the faces of famous people in an attempt to use their advertising platform to turn scams such as doubtful cryptographic investments to unsuspecting users.
Facial recognition has been one of the most thorns for the goal throughout the years that has worked with AI technology. More recently, the company last year agreed to pay $ 1.4 billion To solve a long -term demand in Texas, where inappropriate biometric data collection related to its facial recognition technology was being demanded.
Facebook in 2021 closed its facial recognition tool for a decade for photos, a feature that had faced a number of regulatory and legal problems. Interestingly, at that time detained A part of technology: its DeepFace model, which said it would incorporate into future technology. That could be part of what is being built with today’s products.