The rapidly evolving ecosystems associated with personal data is creating an entirely new field of scientific study, say computer scientists. And this requires a much more powerful ethics-based infrastructure.
Back in 2013, the UK supermarket giant, Tesco, announced that it was installing face recognition software in 450 of its stores that would identify customers as male or female, guess their age and measure how long they looked at an ad displayed on a screen below the camera. Tesco would then give the data to advertisers to show them how well their advertising worked and allow them to target their ads more carefully.
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