A Bay Area grocery chain is turning to facial recognition software in an effort to crack down on shoplifting, a move that is already drawing sharp pushback from some customers.
The technology is expected to roll out at select Grocery Outlet locations, raising concerns among shoppers who worry the anti-theft tool could come at the expense of their privacy.
The Emeryville-based retailer is using a system known as SAFR. Customers will be alerted that facial recognition is in use to identify people suspected of shoplifting. One location in Pleasant Hill, in Contra Costa County, is among the stores set to use the software.
The decision comes as California continues to struggle with retail theft. Shoplifting in the state has surged by 50% since the pandemic, giving California one of the worst shoplifting records in the country.
June Guerrero, a longtime store manager, said she understands why Grocery Outlet would consider facial recognition as part of its loss-prevention strategy.
“I worked for years as a manager of a store and the theft was just unbelievable,” Guerrero told CBS News. “I agree with it.”
Still, many shoppers say their biggest concerns are privacy protections and whether the technology can accurately identify suspects without wrongly targeting innocent customers.
“I do understand, but invading my privacy with my picture. I don’t agree on that,” Barbara Jackson told CBS News. “You gotta find a better way.”
“It could lead to a lot of problems, I think for companies and businesses and people,” Steve Burdette added.
An attorney who is an expert in digital privacy said the technology presumes guilt by scanning every person who enters the store.
“This is a dragnet that scans everyone. Even if you’ve done nothing wrong, your face is being scanned,” Mario Trujillo, who works with the Electronic Frontier Foundation, said. “What you’re essentially doing is violating the privacy rights of every customer who walks into your store.”
San Jose State engineering professor Dr. Ahmed Banafa said the technology could open the grocery store chain up to lawsuits over profiling if there aren’t safeguards in place.
“The human has to be in the loop. It’s not just the system that says it’s a match. The human will make the final decision,” he said. “AI is famous for going after, you know, certain races.”
SAFR President Charisse Jacques said is not connected to law enforcement and does not build a public database of people entering stores. Jacques insists the tech only stores info on shoplifting suspects and is only kept for a limited time.
SAFR has also never shared information with the government or ICE and has never been asked to do so.
Grocery stores have also been under fire for altering digital price tags.
Walmart found another way to nickel-and-dime shoppers before they even get to the checkout, as back in 2024, the retail giant revealed it would add digital shelf labels — or DSLs — to all US stores.
Some shoppers fear dynamic pricing would peek its sneaky head out.
Also known as surge pricing, the controversial practice is where businesses have the ability to adjust their prices in real-time with digital tags. The changes are based on market conditions like demand, competitor pricing and inventory — or so they claim.
