Behavioural biometrics: How will it improve the consumer experience?
Behavioural biometrics is a brave new world of seamless, hassle-free authentication that is set to revolutionise – and personalise – the life of consumers across the planet.
In a world of increasing connectivity and digitisation, our interactions with devices and services demands ever more in terms of identity authentication for access. As such, consumers are now seeking ever more personalised, trusted and effortless ways of navigating their everyday lives according to a Gemalto blog.
This is where passive behavioural biometric authentication – sometimes referred to as silent authentication – comes in.
Although the use of behavioural biometric authentication isn’t necessarily a new thing – the banking sector has been using it for many years, helping to provide convenient and robust authentication for online transactions – when combined with powerful machine learning, it can create a rich, multi-dimensional profile of each individual customer.
By using continuous, passive behavioural biometrics authentication, including geo-location tools and machine learning, to build a picture of, the way they walk or how they hold and swipe their smartphone, tablet or PC, silent authentication analyses behavioural patterns to securely authenticate the consumer.
It also makes use of the sensors and signals that surround us on a daily basis – Bluetooth devices and Wi-Fi networks, for example. Data is then compared in real-time to expected consumer patterns and this allows each individual to be securely authenticated whilst creating a seamless, uninterrupted user experience.
As artificial intelligence seeps into (and improves) more aspects of our everyday lives, and at a time when data security has never been more important, silent authentication has the potential to be harnessed by a variety of different sectors and in a range of different ways. Here’s a look at just a few:
E-commerce is one of the sector ideally positioned to harness and benefit from silent authentication. Its ability to provide real-time identification that improves the customer experience can help retailers meet evolving consumer demands.
In particular, silent authentication is ideally suited for delivery by autonomous machines such as drones, robots or autonomous cars whereby a consumer can receive an item fast, to their preferred location and with the minimum of fuss.
Consumer expectations are changing day by day and retailers are evolving to keep pace.
