It used to be that if you wanted to be anonymous, all you needed to do was to sport a pair of glasses. Today our life and essence is stored on numerous databases. Scan your rewards card and your entire purchase history is known. From that information, data experts can assess many things about our family and habits.

Fun fake mask lisolated on white backgroundFacial recognition software is now beginning to infiltrate our lives as well, tracing our every move! This technology has been a part of law enforcement for a while, but now it is becoming part of the social media and marketing worlds as well!

With iPhoto, you can upload photos to your computer and tag faces by adding the person’s name. After a while the program “learns” that face and automatically tags people for you.

I recently uploaded a family photo to Facebook and was surprised that Facebook not only tagged the other Facebook users in that photo, but also included them in my post!

Companies like Wal-Mart, Apple, Facebook and Google are looking now to use this facial recognition technology to personalize marketing strategies. This June the U.S. Department of Commerce will be working with these companies to draft laws governing use of this potentially invasive technology. The Civil Liberties Union wants laws preventing this technology from being used without our knowledge.

This is worth paying attention to, as surveillance cameras are able to take clearer pictures. The benefit from this technology can be great – but so can the potential risk!