from ames, iowa, brian meinke from iowa state university. thank you for joining us. brian, we justed mentioned the first man to be convicted using facial recognition software, convicted of robbery. these these recognition programs fool-proof. >> they're not fool-proof but they work well. facebook recently announced they have an app that has a 98% accuracy rate. they have a lot of data, so the more data about you, particularly facial information the more accurate the program is. >> talk about how the applications may work in the retail sphere. if i walk into a store how i'm recognized by my face and altering my shopping experience? >> right now we're on the cusp of seeing some apps looked at by retailers. essentially, what they're experimenting with now are generally referred to as anonymous. this is anonymous video analytics. they try to segment people into categories, so this all generates from a desire to get you to look at things, for example, and visual signs. if you put an image on a sign more likely to appeal to someone, they'll look at it. they figure out who y