... whereby an algorithm could judge whether you look happy, sad, sick, healthy, comfortable or nervous - then direct a personalised advertisement to you.
In a blog post, Singularity University Research Associate Tarun Wadhwa writes: "To a computer, your face is a set of points and measurements between your features, but to advertisers, these data sets mean lucrative profits and a new way to connect with customers.
"Facial detection technology is making it feasible to do real-time measurement and analysis of advertisements in the physical world and predict the products you will want to buy, based on who you are or what you look like.
"In a world full of cameras and ubiquitous gadgets, there are serious concerns of how far advertisers will take this. From the advertisements outside, to the televisions in your home - this technology will be coming to a screen near you.
"Today, these types of sensors may be part of the television when you purchase it already; in the last year alone, Sony, Samsung, Lenovo and Toshiba have each introduced "Smart TVs" with facial recognition technology built-in.
"Intel is reportedly making this technology a centerpiece of its new push into the commercial TV sector, using it as leverage to bring reluctant media companies on board to their platform. At this rate, it won't be long before your TV is watching you as well.
"These rapid changes raise important issues around permission and what consumers are willing to tolerate. Parents are not going to be thrilled about special advertisements that play for their kids only when they are out of the room. It is very difficult to "opt-out" of a billboard camera scanning your features from above.
"Measuring your our age and gender today could turn into marketing to your weight, race or emotional state down the line. The underlying technology enables both passive measurement and actively targeted marketing, but the privacy issues surrounding both are markedly different.
"These concerns are just the beginning, with the possibility of widespread automated facial recognition on the horizon. With this, a person could be tracked and identified in a matter of seconds - complete with their shopping history and Facebook profile.
"But what is technologically possible is not necessarily socially and legally permissible. Consumers will soon have to decide what they are willing to accept - some will be turned off by constant deeply personalized advertisements, but others will enjoy the greater relevance of the new offers presented to them."
Read the original unabridged article here.