Microsoft calls on companies to adopt a facial recognition code of conduct

Over the summer, Microsoft President Brad Smith called for governments to take a closer look at how facial detection technology is being implemented across the globe. This week, he returned with a similar message — only this time the executive is calling out fellow technologies to help address myriad issues around the technology before it becomes too pervasive.

It’s easy enough to suggest that the ship has sailed. After all, facial recognition is already fairly ubiquitous on everything from Facebook to Apple Animojis. But if the past year has taught us anything, it’s that the governments of the world can’t wait to implement the tech in a broader way — and plenty of tech firms are more than happy to help.

Smith points to a trio of potential pitfalls for the tech: biased…

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