Intel Corporation has announced a new digital signage product that tailors advertising to individual shoppers by automatically recognising their age and gender.

Kraft Foods and adidas will be among the first retailers to begin trialling the new product, which was unveiled at the National Retail Federation Expo in New York.

The Intel Audience Impression Metric Suite (Intel AIM Suite) is designed to bring personalised content to consumers, while also gathering data on age, gender and length of attention.

Optical sensors on the digital signage analyse the pattern of the viewer’s face, including their eyes socket and nose, to determine anonymous demographic information.

Intel said the market for digital signage, including software and hardware, is set to increase from $1.3bn in 2010 to $4.5bn by 2016, so it is an area worth investing in.

Adidas has integrated the software into a virtual footwear wall that gives shoppers access its expanded online inventory via a digital display.

Intel AIM Suite tailors the product choices based on the shopper’s age and gender.

The digital display also offers a range of touchscreen functions, such as product information, and 360 degree images of the shoes. 

Kraft has been trialling Intel AIM Suite in Chicago to offer free product samples to specific demographics.

Intel has also announced that the AIM Suite will be integrated into other new signage products. It unveiled a new 13x8ft interactive touchwall that allows retailers to engage shoppers with interactive displays,

The Home Shopping Network (HSN), which helped develop the product, will be using it to offer an interactive pizza cooking class at food and drink event throughout 2012.

Four shoppers at a time can compete in a pizza-making contest – Intel said this will improve sales as shoppers build an emotional engagement with the kitchen products.

Following the contest shoppers will receive an email or text with a shopping list and link to place an online order.

Macy’s will also be taking advantage of Intel’s new digital signage with a virtual cosmetics counter.

The touchscreen display allows shoppers to browse cosmetics products without the need for a salesperson. The information can then be downloaded to their mobile.

David Moth

Published 17 January, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)



Is anyone else just a little scared about the way technology is heading?

Seems that before long, marketers and advertisers will be able to read our minds...

over 6 years ago

Peter Johnston

Peter Johnston, Director at Challenging Concepts

This means that if the computer decides you are old you can only see beige clothing or "sensible styles".

Or if you are young, you can only see trousers which hang round your ankles.

Get real.

over 6 years ago

Simon West

Simon West, Chairman at Nett Sales LLP

More worrying is that they will be gathering "anonymous demographic information". It's a short step from scanning eye sockets to retina scanning - the biometric data held in your passport...

Anyone else worried?

over 6 years ago


Rebecca Nixon, Brand Executive at The IT Job Board

It realy bothers me that advertisers are using technology that reinforces gender stereotypes and binaries. It assumes that:

A: people identify as one of two genders
B: you can calculate which of these genders a person identifies with using visual metrics
C: based on this information you can offer free samples to a priveliged group

This is why we have pink mobile phones "for women" and Ferrari-branded trainers "for men".

Once marketers learn that there are ways to sell your product based on its appeal and features rather than discriminatory demographics, they will be far more successful - especially considering the rise of niche markets.

over 6 years ago



Marketers think they're good at targeting - but they're not.

For example I did a couple of searches online recently and made instant decisions. For several months afterwards, however, I was followed around by ads for sites I'd visited. This was not only irrelevant as I'd bought what I wanted, but stopped me seeing ads I may have wanted.

In the same way I was followed by Amazon sending me recommendations for gardening books (I have no interest) just because I bought someone a present.

This technology will stop people making decisions by cutting down the catalogue based on the marketers prejudices about what people who look like you like. Dangerous ground.

over 6 years ago

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