MasterCard (Photo by David McNew/Getty Images)
Technology continues to evolve at a rapid rate before our very eyes with constant advancements to make our lives easier—and MasterCard is coming through with a brand new way to change shopping as we know it. According to recent reports, MasterCard is introducing a new technology for its card-users that allows them to pay for items using facial recognition.
@CBS reports, MasterCard is now introducing its “Biometric Checkout Program,” which allows card-holders the ability to buy items by simply smiling or waving at a camera equipped with a biometric reader—making it extremely convenient for customers because they won’t have to pull out their card to make a payment. The program uses the same facial recognition technology found on the iPhone that unlocks its devices with the face or fingerprints of the user, however this technology is specifically designed for use at retailers.
MasterCard says that the reason for using the “Biometric Checkout Program” is because retailers will benefit from faster transaction times and shorter checkout lines, Ajay Bhalla, President of Cyber and Intelligence at MasterCard, explained the mission behind the technology.
“The way we pay needs to keep pace with the way we live, work and do business, offering choice to consumers with the highest levels of security. Our goal with this new program is to make shopping a great experience for consumers and merchants alike, providing the best of both security and convenience,” she said.
The “Biometric Checkout Program” will initially launch in Brazil this week in partnership with Payface, a digital payment system, and St Marche, a supermarket chain in São Paolo. The Middle East and Asia will follow as additional locations for the program.
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