Our analysis of "deep fakes" continues as we sit down with SuperPersonal, the technology which maps a customer's face into the stores that they shop online. Founder Yannis Konstantinidis talks about the evolution and eventuality of the use of the technology, customer expectation, the blurred lines of privacy and personalization, and much more. Show Notes: Main Takeaways: In one of Future Commerce's most anticipated interviews: SuperPersonal Founder Yannis Konstantinidis is here to talk tech. With personalization being the future of pretty much everything, how will technology like SuperPersonal's fit into the retail space? Yannis is a big fan of Future Commerce What are the ethical implications of this kind of technology? Can SuperPersonal Change The Way Consumers Shop Online? Brian and Phillip are beyond excited to interview Yannis Konstantinidis, the Founder of Super Personal, all about his terrifying and insanely cool technology. SuperPersonal is a tech company that enables actual personalization and allows users to see themselves in clothes that they have never worn before. Phillip and Brian are both fans but also terrified of this technology What's astonishing about this technology is that all it requires is a 15-second video of the user to be functional. And as Yanis points out, there's an obvious need for this kind of technology, because people who buy online want to see what they will look like in the clothes beforehand. From Shallow to Deep Fakes: Terrifying Tech on The Rise: Phillip points out that people are engaging with similar technology every-single day just on a grander scale like with Samuel L Jackson managing to de-age 50+ years in Captin Marvel. Phillip asks Yanis if this kind of technology is going to be more prevalent in films? What SuperPersonal is doing is very different because they are creating technology for the everyday consumer. Before anything, more consumers need to be educated about manipulative technology, shallow-fakes, deep-fakes, and image-based fake news, especially in politics. Brian questions how/if SuperPersonal's technology would fit into the rising problem of data piracy? Yannis says that this technology wouldn't work with the sorts of things data pirates would want to utilize it for, it pretty much works with fashion, and that's it. And what is the ethical responsibility for SuperPersonal or similar companies/solutions? Yannis explains that SuperPersonal is a closed system, and they don't share the data because of their ethical responsibility with their user's data. Customer Collaboration in Retail: Super Personal Edition The more content that is put out online, the more potential for content manipulation. So who is the perfect retail customer for Super Personal's technology? Yanis says that for right now either smaller players in the retail space, like brands would have the most use for SuperPersonal's solutions or large players who want to use it for smaller projects, like the launch of a new project. Brian says that this kind of technology is what Future Commerce has been looking out for since episode eight. Go over to Futurecommerce.fm and give us your feedback! We love to hear from our listeners! Retail Tech is moving fast and Future Commerce is moving faster. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.