{"id":4347,"date":"2019-12-20T13:43:33","date_gmt":"2019-12-20T11:43:33","guid":{"rendered":"https:\/\/www.creactivitat.com\/reconeixement-biometric-entre-la-seguretat-i-la-personalitzacio-extrema\/"},"modified":"2021-09-14T17:28:20","modified_gmt":"2021-09-14T15:28:20","slug":"reconeixement-biometric-entre-la-seguretat-i-la-personalitzacio-extrema","status":"publish","type":"post","link":"https:\/\/www.creactivitat.com\/ca\/reconeixement-biometric-entre-la-seguretat-i-la-personalitzacio-extrema\/","title":{"rendered":"Reconeixement biom\u00e8tric: entre la seguretat i la personalitzaci\u00f3 extrema"},"content":{"rendered":"<p>La <strong>biometria<\/strong> s&#8217;ha estandarditzat com el sistema de seguretat per excel\u00b7l\u00e8ncia. Un m\u00e8tode evolucionat cap a la infal\u00b7libilitat, en un context en el qual la immunitat de l&#8217;usuari es troba en constant amena\u00e7a. L&#8217;<strong>empremta dactilar<\/strong>, el <strong>reconeixement facial<\/strong> i el d&#8217;<strong>iris<\/strong>, s&#8217;han democratitzat amb la seva incursi\u00f3 en el sector de la <strong>banca electr\u00f2nica<\/strong> i la <strong>telefonia m\u00f2bil<\/strong>. Una expansi\u00f3 de la qual pretenen aprofitar-se altres sectors m\u00e9s orientats a la comercialitzaci\u00f3 de productes i serveis.<\/p>\n<p>La <strong>personalitzaci\u00f3<\/strong> d&#8217;ofertes adequades a cada usuari, \u00e9s el cim al qual pret\u00e9n arribar qualsevol tipus de comerciant. Oferir a cada client el producte que est\u00e0 buscant, d&#8217;acord amb els seus <strong>interessos<\/strong> i <strong>experi\u00e8ncies passades<\/strong>. Ara com ara el concepte ja no est\u00e0 solament en l&#8217;ideari d&#8217;alguns visionaris.<\/p>\n<p><em><strong>BurguerFi<\/strong><\/em>\u00a0i\u00a0<em><strong>Lolli\u00a0&amp; Pops<\/strong><\/em> s\u00f3n dues franqu\u00edcies estatunidenques, que han adoptat la biometria per a brindar als seus usuaris un servei\u00a0<em>premium<\/em>\u00a0orientat a la seva <strong>fidelitzaci\u00f3<\/strong>. A trav\u00e9s del reconeixement facial, totes dues marques ofereixen la possibilitat de guardar les prefer\u00e8ncies alimentoses dels seus clients i con\u00e8ixer quals s\u00f3n els seus productes i ingredients favorits, o fins i tot als quals s\u00f3n intolerants o al\u00b7l\u00e8rgics.<\/p>\n<p>Imaginen un establiment replet de pantalles, que a trav\u00e9s d&#8217;una cambra reconeguin el rostre d&#8217;un client recurrent, per a aix\u00ed oferir-li ofertes de productes associats a les seves experi\u00e8ncies de compres? <em><strong>7-Eleven<\/strong><\/em> \u00e9s el m\u00e9s semblant al concepte de botiga intel\u00b7ligent que percebien els comerciants m\u00e9s idealistes. En un dels seus franquiciats a <strong>Taiwan<\/strong>, els clients poden dur a terme qualsevol tipus d&#8217;operaci\u00f3 a trav\u00e9s d&#8217;un programari de reconeixement facial instal\u00b7lat \u00edntegrament en tot el local.<\/p>\n<p>S\u00f3n sistemes que freguen els l\u00edmits de <strong>privacitat<\/strong> d&#8217;aquests usuaris. Les <strong>bases de dades<\/strong> \u201can\u00f2nimes\u201d que adquiriran els propietaris d&#8217;aquests establiments, poden acabar per convertir-se en aut\u00e8ntiques armes per a crear estrat\u00e8gies de m\u00e0rqueting cada vegada m\u00e9s agressives. Una tecnologia que va n\u00e9ixer amb el prop\u00f2sit d&#8217;assegurar la intimitat dels usuaris, i que pot acabar per convertir-se en un sistema que acabi per arrabassar-la-hi.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/abelgonzalezlozano\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Abel Gonz\u00e1lez<\/em><\/a><\/p>\n<p><em>Departament de M\u00e0rqueting<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La biometria s&#8217;ha estandarditzat com el sistema de seguretat per excel\u00b7l\u00e8ncia. Un m\u00e8tode evolucionat cap a la infal\u00b7libilitat, en un context en el qual la immunitat de l&#8217;usuari es troba en constant amena\u00e7a. L&#8217;empremta dactilar, el reconeixement facial i el d&#8217;iris, s&#8217;han democratitzat amb la seva incursi\u00f3 en el sector de la banca electr\u00f2nica i [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3151,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[27],"tags":[],"class_list":["post-4347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-ca"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reconeixement biom\u00e8tric: seguretat o personalitzaci\u00f3 extrema?<\/title>\n<meta name=\"description\" content=\"Reconeixement biom\u00e8tric: entre la seguretat i la personalitzaci\u00f3 extrema\" \/>\n<meta name=\"robots\" content=\"index, follow, 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