Amazon.com, Inc. (NASDAQ:AMZN) Updates Its Rekognition Software To Identify Prominent People

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Image recognition is becoming a key subset of artificial intelligence. This is the sole reason, which has triggered Amazon.com, Inc. (NASDAQ:AMZN) to update image recognition software. Amazon Rekognition, will now be able to detect and recognize images including those of celebrities across the globe and in the respective categories the likes of sports, business, politics or entertainment.

The service can increasingly tell who is in the photograph including Amazon founder and CEO Jeff Bezos

The new feature complements existing Rekognition capabilities

Every tech company is now steering its wheels towards artificial intelligence. Apart from being hailed by Amazon it quickly becoming a battlefield for Facebook Inc (NASDAQ:FB), Alphabet Inc (NASDAQ:GOOGL) Google, and Microsoft. The feature, however, may not be really new in the market because to some extent it complements the already existing Rekognition capabilities, which include detection of people’s emotions and facial recognition.

Rekognition has been used by developers to ping an API. However, they will also be able to use to add image recognition to their own software. Initially, the software was only able to determine whether or not the picture was of a human face, identify the gender, whether or not the person was smiling among other key characteristics. However, now the stakes have been raised and provided the person is well known, Amazon Rekognition will identify them.

But is the software getting too smart?

It is possible to use image recognition in an interactive retail display. That means one can easily identify whether the person near them is a man or a woman and perhaps adjust the sales pitch accordingly. The question, which is yet to be answered, is, could the software be getting smarter and what is the way forward for its advancement?

On the other, smart image recognition is worth application especially in marketing and security jobs. Apparently, Microsoft Corporation (NASDAQ:MSFT)’s service performed just as better as that of Amazon but with enhanced benefits such as being able to recognize added information about other objects in a scene. Meanwhile, Amazon’s stock was trading at $1,010.27 witnessing an increase of $0.20 or 0.02%.

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