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.

Photo: Getty
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The rise of the green mayor – Sadiq Khan and the politics of clean energy

At an event at Tate Modern, Sadiq Khan pledged to clean up London's act.

On Thursday night, deep in the bowls of Tate Modern’s turbine hall, London Mayor Sadiq Khan renewed his promise to make the capital a world leader in clean energy and air. Yet his focus was as much on people as power plants – in particular, the need for local authorities to lead where central governments will not.

Khan was there to introduce the screening of a new documentary, From the Ashes, about the demise of the American coal industry. As he noted, Britain continues to battle against the legacy of fossil fuels: “In London today we burn very little coal but we are facing new air pollution challenges brought about for different reasons." 

At a time when the world's leaders are struggling to keep international agreements on climate change afloat, what can mayors do? Khan has pledged to buy only hybrid and zero-emissions buses from next year, and is working towards London becoming a zero carbon city.

Khan has, of course, also gained heroic status for being a bête noire of climate-change-denier-in-chief Donald Trump. On the US president's withdrawal from the Paris Agreement, Khan quipped: “If only he had withdrawn from Twitter.” He had more favourable things to say about the former mayor of New York and climate change activist Michael Bloomberg, who Khan said hailed from “the second greatest city in the world.”

Yet behind his humour was a serious point. Local authorities are having to pick up where both countries' central governments are leaving a void – in improving our air and supporting renewable technology and jobs. Most concerning of all, perhaps, is the way that interest groups representing business are slashing away at the regulations which protect public health, and claiming it as a virtue.

In the UK, documents leaked to Greenpeace’s energy desk show that a government-backed initiative considered proposals for reducing EU rules on fire-safety on the very day of the Grenfell Tower fire. The director of this Red Tape Initiative, Nick Tyrone, told the Guardian that these proposals were rejected. Yet government attempts to water down other EU regulations, such as the energy efficiency directive, still stand.

In America, this blame-game is even more highly charged. Republicans have sworn to replace what they describe as Obama’s “war on coal” with a war on regulation. “I am taking historic steps to lift the restrictions on American energy, to reverse government intrusion, and to cancel job-killing regulations,” Trump announced in March. While he has vowed “to promote clean air and clear water,” he has almost simultaneously signed an order to unravel the Clean Water Rule.

This rhetoric is hurting the very people it claims to protect: miners. From the Ashes shows the many ways that the industry harms wider public health, from water contamination, to air pollution. It also makes a strong case that the American coal industry is in terminal decline, regardless of possibile interventions from government or carbon capture.

Charities like Bloomberg can only do so much to pick up the pieces. The foundation, which helped fund the film, now not only helps support job training programs in coal communities after the Trump administration pulled their funding, but in recent weeks it also promised $15m to UN efforts to tackle climate change – again to help cover Trump's withdrawal from Paris Agreement. “I'm a bit worried about how many cards we're going to have to keep adding to the end of the film”, joked Antha Williams, a Bloomberg representative at the screening, with gallows humour.

Hope also lies with local governments and mayors. The publication of the mayor’s own environment strategy is coming “soon”. Speaking in panel discussion after the film, his deputy mayor for environment and energy, Shirley Rodrigues, described the move to a cleaner future as "an inevitable transition".

Confronting the troubled legacies of our fossil fuel past will not be easy. "We have our own experiences here of our coal mining communities being devastated by the closure of their mines," said Khan. But clean air begins with clean politics; maintaining old ways at the price of health is not one any government must pay. 

'From The Ashes' will premiere on National Geograhpic in the United Kingdom at 9pm on Tuesday, June 27th.

India Bourke is an environment writer and editorial assistant at the New Statesman.

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