Tesco to scan eyeballs for tailored ads

Optimeye advertising at Tesco

Tesco will install new screens at its petrol stations that select which adverts to display by scanning the eyeballs of queuing customers according to the Grocer.

Rolling out to all its 450 UK petrol stations the OptimEyes screen technology, developed by Lord Alan Sugar’s Amscreen will allow tailored advertisements to be run.

Simon Sugar, CEO of Amscreen agreed that the screens are like something out of Minority Report and told the Grocer: “This could change the fact of British retail and are plans are to expand the screens into as many supermarkets as possible.”

OptimEyes is positioned by the till, scans the eyes of queuing customers to determine their age and gender, then runs tailored advertisments. The time and date will also adjust its choice of ad and it also monitors customer’s purchases.

For example, advertisements for Christmas products could be run throughout November and December and Red Bull and coffee could be tailored for morning commuters.

Mr Sugar added that the screens would not invade privacy. “It doesn’t store images or recognise people, but just works out gender and sorts customers into one of three age brackets.”


The new screens follows the recent tie-up between Westfield and Ocean Outdoor which used digital face recognition for a Macmillan Cancer Support ad to serve tailored adverts to men and women.

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