Lord Sugar's OptimEyes system will track your face and eyeballs

Now when we gaze into the abyss of direct marketing, it will gaze back, and come to know us.

As the amount of consumer data in the world proliferates like bacterial mass in a petri dish, companies expect to see more and more of it before committing to advertising spend.

Rather than just plastering brand names on any physical space and hoping for the best, marketers need hard, numerical reassurance from media platforms to prove their campaigns will deliver the right return on investment.

Measured talk of “bang for yer buck” has been de rigueur for some time in the world of online advertising, where the nature of the medium has afforded advertisers increasingly precise information on who is clocking their brand, when they are doing it, and what their online habits are.

But until now, meatspace marketing has largely relied on best guesses to calibrate public exposure to ads.

Enter Lord Sugar and Amscreen, the digital signage business he chairs, which is rolling out the dystopic-sounding OptimEyes system to its 6,000 display screens worldwide. OptimEyes screens will watch you as you watch them; analysing your face and recording for advertisers your age, gender, location and hunger for emptying your wallet.

How wonderful.

The type of technology we all thought was desperately creepy when it started appearing in living room corners via the Xbox Kinect add-on is now actively evaluating our commercial potential, rather than just animating charming cartoon homunculi of us in pretend sports.

When we gaze into the abyss of direct marketing, it will now gaze back into us. And it will come to know us.

While OptimEyes is a fantastic business idea, and has the potential to revolutionise display advertising if it works as claimed, I would hope we can all come to the further consensus that it feels downright bone-deep horrible. 

Particularly troubling is the system’s ability to tell the sex of the person glancing at an ad. Gender-focused advertising is one of the great enablers of sexism as a societal norm, and this sort of scrutiny will only give advertisers more reason to presume our wants and needs based on our groinal architecture.

But there is a way round this.

A friend of mine, frothing with irritation at the saccharine weight-loss marketing that Facebook thought someone of her chromosomal persuasion would be desperate to see, recently changed her status to Male.

Immediately, everything was paintball weekends, virile deodorant, and diagrams showing her how to make her lower body look like two yorkie bars wrapped in parma ham. It was no better, but at least less presumptive and personally condescending.

Her small but perfectly formed act of rebellion came to mind when reading about OptimEyes, and gave me a flash of inspiration regarding how to stop this new technology dictating The Way The World Works.

Every member of the British public should carry one of these in a pocket, ready to slap it on and stare directly into the camera as they pass an Amscreen monitor:

Then, like Medusa looking into her own petrifying reflection in Perseus’ shield, Sugar’s abyss can gaze right back at its own mug.

Lord Sugar's new company will track user's faces. Photograph: Getty Images.

By day, Fred Crawley is editor of Credit Today and Insolvency Today. By night, he reviews graphic novels for the New Statesman.

Show Hide image

Labour must reclaim English patriotism if we are to beat Ukip and the Tories

We can't talk about the future of our country unless we can discuss the past. 

I was a parliamentary candidate for Thurrock, but the place which I currently call home is Hackney, London. This distinction is worth explaining. The questions of Labour and Englishness – what exactly is the English problem that we’re trying to solve, why do we need a progressive patriotism, does it already exist, if not why not and if we had one what would it look like? – are, above all, questions of identity and place. We need to build a patriotism that includes and resonates with residents of both Hackney and Thurrock. Currently they are very far apart. 

I’m the little girl who sat on her dad’s shoulders to wave a flag at Princess Anne’s first wedding. And I was also, like Sadiq Khan, waving a flag at the Silver Jubilee in 1977. I’m an ex-Catholic, I’m a Londoner, I’m English and I’m a woman, and all of those identities are important although not necessarily equally so and not necessarily all of the time.

But I’m also a member of the Labour party, not only as a candidate, but now as an activist in Hackney. And that is where I see the difference very strongly between Hackney and what I experienced in Thurrock. 

Thurrock was Ukip ground zero last year - 12,000 people voted for Ukip in a general election for the first time, on top of the 3,500 that had voted for them before in 2010. Most of those 12,000 people had either not voted before, or had voted Labour. 

This isn’t just about being in two different places. Sometimes it feels like more than being in two different countries, or even like being on two different planets. The reality is that large swathes of Labour’s members and supporters don’t identify as patriotic, fundamentally because patriotism has been seized and colonised by the right. We need to understand that, by allowing them to seize it, we are losing an opportunity to be able to reclaim our past. 

We do not have any legitimacy to talk about the future of our country unless we can talk about our past in a better way. We have tried but our efforts have been half-hearted. Take Ed Miliband's call for One Nation Labour, which ended up amounting to a washed-out Union Jack as a visual for our brand. It could have been so much better – an opportunity for an intellectual rebranding and a seizure of Conservative territory for our own ends. Ultimately One Nation Labour was a slogan and not a project. 

There is a section of the left which has a distinct discomfort with the idea of pride in country. It has swallowed the right-wing myth that England’s successes have all been Conservative ones. This is a lie, but one that has spread very effectively. The left’s willingness to swallow it means that we are still living in a Thatcherite paradigm. It is no wonder progressives revolt at the idea of patriotism, when the right’s ideas of duty and authority quash our ideas of ambitions for equality, opportunity for all and challenging injustice. But we risk denying our successes by allowing the right to define Englishness. It’s England that helped establish the principle of the right to vote, the rule of law, equal suffrage, and the fight against racism. 

If Englishness is going to mean anything in modern England, it needs to be as important for those who feel that perhaps they aren’t English as it is for those who feel that they definitely are. And a place must be reserved for those who, though technically English, don’t see their own story within the Conservative myth of Englishness. 

Although this reclaiming is electorally essential, it is not an electoral gimmick. It is fundamental to who we are. Even if we didn’t need it to win, I would be arguing for it.

We need to make sure that progressive patriotism reclaims the visual language that the Conservatives use to dress up their regressive patriotism. Women need to be as much in the pantheon of the radicals as part of the visual identity of Englishness. Women tend to either be there by birth or by marriage, or we are abstract manifestations of ideals like "justice" or "truth" – as seen on city halls and civic buildings across the country. But English women need to be real, rather than just ideal. Englishness does need to be focused on place and connection, and it should include Mary Wollstonecraft and Sylvia Pankhurst as well as Wat Tyler and Thomas Paine. 

We can’t pretend that we’re always right. The most patriotic thing you can do is to admit sometimes that you’re wrong, so that your country can be better. I love my country, for all its faults. But I do not live with them. I try to make my country better. That is progressive patriotism. And I know all of us who want to be part of this can be part of it. 

This article is based on Polly’s contribution to Who Speaks to England? Labour’s English challenge, a new book published today by the Fabian Society and the Centre for English Identity and Politics at the University of Winchester.