We care deeply about ethics and end-user privacy
That’s what we exist for; our company was founded on the principle of delivering products designed to uphold the data protection rules that safeguard the privacy rights of individuals. Our business values ensure that our products are not used in ways that could potentially cause harm to end-users.
*Except where there is a lawful basis and end-user consent is granted
We've designed our products to be used in positive and 'ethically correct' ways.
Frequently Asked Questions
We invest considerable Research and Development (R&D) resources into our products to ensure that they can benefit our clients and their end users as widely as possible. We do however recognise the limitations in the 'state-of-the-art' at any given point in time. We aim to constrain our capabilities to those features that are meaningful and common to all communities and markets regardless of culture, gender or ethnicity.
In other words, we build and market our products for use in situations that we believe they will all cope reliably with diversity, and we continuously improve our products in order to widen their reach.
No. Our products are designed to detect data related to human behaviour as expressed superficially in multiple ways, for the purpose of delivering positive benefits to our clients and their end users. We don't believe that they can be used in isolation as a reliable predictor of underlying mental state or intent. Using our products in a way that causes a harmful 'imbalance of power' between our client and end users wouldn't accord with terms of use of our product.
Our sensing software is powered by 'deep-learning' neural network models that processes images and audio in real-time. Features of interest are analysed 'on the fly' and this results in anonymised 'meta-data' (anonymised attributes) that are used to generate metrics of the aggregate behavioural response of humans interacting in the physical space where the sensor is deployed. No video images are recorded, transmitted or retained anywhere in the system. In technical terms, each image frame that enters into the volatile memory of our sensor processing unit is discarded immediately after analysis. Because this image frame is held in volatile memory for such a short time (typically a fraction of a second), it's considered to be 'ephemeral', which means that no personally identifiable data remains anywhere in the end-to-end system.
Our products do not capture, store or retain any Personal Data as defined in GDPR and so their use falls outside the scope of the regulation. In such cases neither our company nor our client match the roles of either Data Processor or Data Controller when considering the use of the product in isolation.
The EU's GDPR mandates a set of standards for companies handling the safeguarding of processing and movement of personal data. Our products do not capture, store or retain any Personal Data as defined in this regulation and so their use falls outside the scope of the GDPR.
Our company complies with the GDPR rules where they apply.
Our products are not programmed to match the profiles of individuals for the purpose of identifying them. No biometric profiling or tracking of individuals is performed.
In other words; no - we do not do facial recognition in these products.