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Computer Vision is an algorithm which is trained (using videos and images) to process, analyse and identify patterns, and which can then label the world around it accordingly. The retailing model developed by Amazon Go entails a systematic identification via mobile to enter the store, followed by constant tracking within the store using computer vision. The idea of identifying clients thanks to facial recognition would also be particularly attractive to high fashion stores where high spenders could be identified, and their habits, past purchases and shipping address could appear on a screen for all sales associates to see.