The algorithms for facial recognition have improved a lot in recent years. Here is a company showing a working prototype of a mobile app that recognizes faces and attaches links to social network layers to them:

The prototype was shown last year — but there was a live demo at the Mobile World Congress in Barcelone last week. Obviously the company that also created the service wants to turn this in to a real application.

The implications of this is shown in the video: when looked through the “eyes of the app” people virtually carry logos, brands, name tags and messages around.

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