Retail giant Tesco has been steadily modernising its operations since investing £1 billion late last year to move beyond the traditional “take an item to the checkout” model that has dominated stores for decades. The retailer’s latest move aims to personalise the shopping experience by using facial recognition technology.
The modernisation journey began with the introduction of self-service checkouts, where customers scan and bag their own items. This change reduced queues and shifted some control to shoppers.
Following that came the “Scan as you Shop” initiative. Shoppers scan items as they place them in their baskets and then complete payment at a designated checkout on their way out. Like self-service checkouts, this approach has cut waiting times and streamlined the in-store process.
Both developments improved the customer experience, but Tesco, as a retailer, is also focused on increasing revenue. The newest innovation—being rolled out across Tesco petrol stations—uses technology from Amscreen, a company chaired by Sir Alan Sugar. The system, called “OptimEyes,” scans a customer’s face while they refuel to deliver targeted advertisements inside the store.
Simon Sugar, CEO of Amscreen, told The Grocer that while the technology feels futuristic—“like something out of Minority Report”—it could transform UK retail and may be expanded into more supermarkets. By analysing visual cues, OptimEyes aims to serve tailored ads; for example, if a group of women is detected, the system might show promotions for women’s magazines.
However, this raises clear concerns about stereotyping and discrimination. Targeted messaging based on perceived age, gender, or ethnicity risks reinforcing biases and producing inappropriate or unwelcome content for shoppers.
Public reaction has been vocal, especially in article comment sections. Some highlighted the lack of an opt-out option; one commenter asked, “And if I don’t want my eyes scanned…?” Another vowed to avoid Tesco petrol stations altogether, while a third criticised the assumptions behind targeted ads, saying, “Great. I HATE women’s magazines!!!”
These responses reflect broader unease about privacy, heightened by recent high-profile surveillance revelations. Tesco has stated that no personal data will be retained after it is used for marketing purposes, but for many consumers, that assurance may not be sufficient. Questions remain about how the technology works, whether images are stored, who has access to any derived data, and what safeguards are in place to prevent misuse.
There will likely be a period of adjustment and debate as the technology is introduced more widely. Facial recognition and context-aware advertising are part of a larger shift driven by machine-to-machine communication and the Internet of Things. As these trends advance, personalised in-store experiences may become more common—if retailers and regulators can address privacy, bias, and consent concerns.
While criticism is warranted, it’s also fair to acknowledge Tesco’s attempt to update a long-standing retail model. Innovations like self-checkout and in-store scanning have already changed how people shop; using analytics to personalise advertising is the next logical step for some retailers. The key will be implementing such systems transparently and respectfully, with clear opt-out options and robust privacy protections.
What are your thoughts on Tesco’s new face-scanning system and its broader modernisation efforts?