The New Echo Look...is well looking at you...

Last week’s WSJ article explains Amazon’s newest product the Echo Look, which was introduced last Wednesday.

Amazon’s new version of its artificial-intelligence powered speakers now includes a camera. The company said the “$200 device, which is only available via an invitation for now, will enable consumers to take videos and photos of their outfits and compare them via algorithms”.

The experts in the community of AI and analytics say Amazon’s plans are likely much broader than offering fashion advice. Potential applications range from becoming a virtual fashion adviser, to a communications and security system for companies.

When the original Echo was first released in 2014, it was marketed as a “glorified MP3 player,” said Werner Goertz, an analyst at technology research firm Gartner Inc. Still, consumers may have privacy concerns due to having a video camera in the home. Amazon’s commercial shows the device in the bedroom as women try on outfits for a critique.

“I think there would be some concerns to a large piece of the public” regarding an always-on device that could be recording video, said Mark Elfenbein, chief revenue officer at artificial intelligence firm Sentient Technologies.

Amazon is working the same as other tech firms, to create and install digital assistants in everything from cars to homes, including Alphabet Inc.’s Google and Apple Inc.’s Siri. Consumers can already use their voices to control lights, thermostats, garage doors and to order online everything from household products, and food.

Amazon has also been looking to grab a bigger piece of the apparel market, creating its own private label brands and making inroads into fashion at the expense of department stores and some specialty retailers.

Initially, the Echo Look could help Amazon make a bigger splash on social media as consumers share photos of themselves, said Mr. Elfenbein. But eventually, it could lead to automating some aspects of online shopping, allowing Amazon to recommend clothing to purchase or virtually try on. “This is where shopping is certainly moving to: [artificial intelligence] being able to recommend complete outfits,” he said.

The device could have more value to companies for uses like building security or conference room calls, said Mr. Goertz, the analyst, adding it will likely be able to use Amazon’s recently introduced a video conferencing service Chime.

For now, Amazon says that its device—which appears largely targeted at female consumers—can “help you look your best.” Consumers can use it to take full-length photos or 360-degree videos via voice command, creating look books and allowing for image sharing. They can also submit side-by-side outfit choices to Amazon’s new “Style Check” function, which uses a combination of machine-learning algorithms and advice from fashion specialists to offer a verdict on a look. The Echo Look incorporates a depth-sensing camera and LED lighting.

My view on the new Echo Look is it is just another way for companies to influence the buying of consumers. Unfortunately, this product is being introduced under the guise of “helping you look your best” it will very easily be converted for nefarious reasons. This is the tricky tight rope you walk when introducing 24/7 cameras and listening devices into private citizen’s homes.

For the past four weeks, I have been writing in this blog about big data and its uses, however the more I have been reading and learning about the subject it has me wondering. Are we still deciphering how to successfully use big data and at the same time introducing these AI products without fully understanding the positive potentials for either? We are living in extraordinary times, with so much data; I just hope we know what we are doing with it.