Imagine walking into a shop, grabbing what you need, and paying simply by looking at a screen. This isn’t science fiction—it’s already happening in China, thanks to facial recognition payment technology. But what about elsewhere? Are people ready to embrace this new way of paying? A study by researchers from the University of Auckland and Queensland University of Technology delves into what could drive—or derail—the success of facial recognition payments in other parts of the world.
Facial recognition payment technology relies on biometric data, specifically your facial features, to complete transactions. Essentially, your face becomes your wallet. The technology scans your face at the checkout and links it to your bank account, promising speed and convenience. But widespread adoption is far from guaranteed, as the study points out several significant hurdles that need to be addressed.
The researchers argue that for facial recognition payments to be successful, the technology must meet basic human needs: competence, autonomy, and relatedness. These needs aren’t just technical requirements—they are psychological. People must feel confident using the technology (competence), in control of their choice to use it (autonomy), and comfortable or connected with the idea (relatedness).
During their study, the researchers conducted in-depth interviews with 20 participants. One key insight that emerged was a fear of overspending. One interviewee expressed concern that facial recognition payments could make it too easy to spend money. “It could be bad because then I’ve got no way of saying ‘I don’t have money on me.’ That is when you always have an open purse… Yeah, sadly, facial recognition is always there,” they said. The convenience of paying with your face could, paradoxically, lead to impulsive spending, a worry that could deter some from adopting the technology.
Another factor influencing adoption is the potential for technical glitches. Associate Professor of Marketing Laszlo Sajtos from the University of Auckland explained that if the technology doesn’t work flawlessly, it could lead to embarrassing situations. Imagine standing in a queue, looking at a screen that’s supposed to recognise you, but instead, you’re moving your head awkwardly from side to side, trying to get it to work. Such experiences could make people hesitant to use the technology again, or worse, put them off entirely.
To avoid these pitfalls, the researchers suggest that retailers provide ample support during the rollout of facial recognition payments. Having staff available to assist with any issues could ease the transition. Clear signage, instructional videos, and promotional incentives might also help people get comfortable with the new system. If the process is smooth and users feel supported, they are more likely to try and continue using facial recognition payments.
However, autonomy plays a crucial role too. If people feel pressured into using this new technology, they might resist. No one wants to feel forced into adopting a payment method, especially one that’s unfamiliar or potentially invasive.
Privacy and security concerns are also significant. Dr Shasha Wang, a senior lecturer at Queensland University of Technology, highlighted that while some people might be okay with using facial recognition to unlock their phones, they draw the line at using their face for payments. The stakes are higher when financial information is involved. Storing customers’ faces alongside their financial details raises serious privacy concerns, particularly in an age where deepfakes and scams are on the rise. For many, the idea of their facial data being stored by banks or retailers is unsettling, and these concerns need to be addressed if the technology is to gain wider acceptance.
Brand trust also emerged as a key factor. People are more likely to try facial recognition payments if the system is offered by a retailer or bank they already trust. This could be a significant barrier for smaller or lesser-known businesses, who might struggle to convince customers to trust their facial recognition payment systems. Building and maintaining trust will be critical for any business looking to implement this technology.
Social influence is another powerful driver. The study found that people are more inclined to try facial recognition payments if they see friends and family using them successfully. Retailers in Australasia, the study suggests, should focus on loyal customers and use targeted marketing communications that emphasise the security measures and privacy policies in place. This could help ease concerns and build confidence in the technology.
Ultimately, while facial recognition payments hold the potential to change how we shop, their success depends on more than just the technology itself. Addressing the psychological needs of users—ensuring they feel competent, autonomous, and secure—will be key to whether people are willing to pay with their faces. As the technology develops, so too must the strategies to introduce it to a broader audience, ensuring that it is not just technically feasible but also psychologically acceptable.
