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It's a new technology being trotted out to retailers, where cameras try to guess your age, gender or mood as you walk by.With store cameras, you may not even realize you are being watched unless you happen to notice the penny-sized lenses.For now, the cameras are in just a handful of stores.Kroger, which has 2,800 supermarkets, is testing cameras embedded in a price sign above shelves in two stores in the suburbs outside Cincinnati and Seattle. Kroger said the cameras guessed a shopper's age and sex but the information was anonymous and the data was not being stored.The company said the cameras were currently being used to sense when someone was in front of the cooler and count the number of shoppers passing by.Not all retailers are keen on adding embedded cameras.Jon Reily, vice president of commerce strategy at consultancy Publicis Sapient, said retailers risked offending customers who might be shown ads that are aimed at a different gender or age group. Nonetheless, he expected the embedded cameras to be widely used in the next four years as the technology got more accurate, costs less and shoppers became used to it.
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