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.

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Why isn't Labour putting forward Corbynite candidates?

Despite his successes as a candidate, the organisational victories have gone the way of Corbyn's opponents. 

The contest changes, but the result remains the same: Jeremy Corbyn’s preferred candidate defeated in a parliamentary selection. Afzhal Khan is Labour’s candidate in the Manchester Gorton by-election and the overwhelming favourite to be the seat’s next MP.

Although Khan, an MEP, was one of  the minority of Labour’s European MPs to dissent from a letter from the European parliamentary Labour party calling for Jeremy Corbyn to go in the summer of 2016, he backed Andy Burnham and Tom Watson in 2015, and it is widely believed, fairly or unfairly, that Khan had, as one local activist put it, “the brains to know which way the wind was blowing” rather than being a pukka Corbynite.

For the leader’s office, it was a double defeat;  their preferred candidate, Sam Wheeler, was kept off the longlist, when the party’s Corbynsceptics allied with the party’s BAME leadership to draw up an all ethnic minority shortlist, and Yasmine Dar, their back-up option, was narrowly defeated by Khan among members in Manchester Gorton.

But even when the leadership has got its preferred candidate to the contest, they have been defeated. That even happened in Copeland, where the shortlist was drawn up by Corbynites and designed to advantage Rachel Holliday, the leader’s office preferred candidate.

Why does the Labour left keep losing? Supporters combination of bad luck and bad decisions for the defeat.

In Oldham West, where Michael Meacher, a committed supporter of Jeremy Corbyn’s, was succeeded by Jim McMahon, who voted for Liz Kendall, McMahon was seen to be so far ahead that they had no credible chance of stopping him. Rosena Allin-Khan was a near-perfect candidate to hold the seat of Tooting: a doctor at the local hospital, the seat’s largest employer, with links to both the Polish and Pakistani communities that make up the seat’s biggest minority blocs.  Gillian Troughton, who won the Copeland selection, is a respected local councillor.

But the leadership has also made bad decisions, some claim.  The failure to get a candidate in Manchester Gorton was particularly egregious, as one trade unionist puts it: “We all knew that Gerald was not going to make it [until 2020], they had a local boy with good connections to the trade unions, that contest should have been theirs for the taking”. Instead, they lost control of the selection panel because Jeremy Corbyn missed an NEC meeting – the NEC is hung at present as the Corbynsceptics sacrificed their majority of one to retain the chair – and with it their best chance of taking the seat.

Others close to the leadership point out that for the first year of Corbyn’s leadership, the leader’s office was more preoccupied with the struggle for survival than it was with getting more of its people in. Decisions in by-elections were taken on the hop and often in a way that led to problems later down the line. It made sense to keep Mo Azam, from the party’s left, off the shortlist in Oldham West when Labour MPs were worried for their own seats and about the Ukip effect if Labour selected a minority candidate. But that enraged the party’s minority politicians and led directly to the all-ethnic-minority shortlist in Manchester Gorton.

They also point out that the party's councillor base, from where many candidates are drawn, is still largely Corbynsceptic, though they hope that this will change in the next round of local government selections. (Councillors must go through a reselection process at every election.)

But the biggest shift has very little to do with the Labour leadership. The big victories for the Labour left in internal battles under Ed Miliband were the result of Unite and the GMB working together. Now they are, for various reasons, at odds and the GMB has proven significantly better at working shortlists and campaigning for its members to become MPs.  That helps Corbynsceptics. “The reason why so many of the unions supported Jeremy the first time,” one senior Corbynite argues, “Is they wanted to move the Labour party a little bit to the left. They didn’t want a socialist transformation of the Labour party. And actually if you look at the people getting selected they are not Corbynites, but they are not Blairites either, and that’s what the unions wanted.”

Regardless of why, it means that, two years into Corbyn’s leadership, the Labour left finds itself smaller in parliament than it was at the beginning.  

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to British politics.