Starbucks explores facial recognition technology to identify customers

Starbucks CEO Brian Niccol said on an earnings call that the company is exploring experiences that recognize participating customers as they arrive. The technology would present personalized digital menus and make payment more effortless.

Facial recognition has been a source of controversy over the past decade. Human rights campaigners have highlighted privacy concerns about the technology.

The system would use AI-enabled cameras to scan customer faces. Participation would be optional for customers who want faster service.

Starbucks is the world's biggest coffee chain. The company sees the technology as a potential investment despite ongoing privacy debates.