Alaska Airlines has announced that it is making a huge leap into the future with a suite of changes set to arrive in airport lobbies in the near future. Customers can expect to say goodbye to check-in kiosks and iPads to print out bag tags, and hello to facial scanners that will scan several elements such as face, government-issued I.D., and bags. Alaska Airlines is aiming to complete the transition in most of its airport locations by the end of 2023, and the facial scans will start to arrive in spring 2024.
The introduction of facial scanning technology has some serious implications when it comes to privacy. The company’s smartphone app will likely experience a surge of users, and with it the risk of their personal data being shared with third parties and law enforcement. The data collected by the facial scanners can lack accuracy and be racially biased. In addition, the market is largely unregulated and has caused many worries surrounding cybersecurity. Nevertheless, numerous U.S. airports are already testing and using this technology, such as Atlanta’s Hartsfield-Jackson International Airport, Delta’s Minneapolis-Saint Paul International Airport, and many more.
The data security part of this announcement was not explained in detail in the Alaska Airlines press release. However, the company has clarified that the biometric information collected on the day of travel will only be used for the purpose it was given consent for, and that it does not store customers’ biometric data for any other purpose. People do have the right to opt-out of these facial scans, however it may result in them having to go through extra procedures.
Alaska Airlines is a U.S. airline based in Seattle, Washington, founded in 1984. Alaska Airlines’ route network is centered around a primary hub at Seattle–Tacoma International Airport and is one of the largest airlines in the United States, serving over 116 destinations across the U.S. Pacific Northwest, the US West Coast, Canada, Mexico, and Costa Rica. It is the fifth largest airline in the United States by the number of passengers carried, and operates nearly 200 aircrafts.
The company’s President and CEO, Brad Tilden, is an aviation industry veteran who previously led Alaska Air Group’s corporate finance department. He has been part of the company for more than 20 years, and was formerly Treasurer of the Alaska Air Group and Alaska Airlines prior to taking the role of CEO in 2013. During his tenure, Alaska Airlines has developed internationally, increasing their route network and expanding their services. As President and CEO, Tilden is responsible for driving innovation and growth for the leading airline in the Pacific Northwest.
