The latest Google smart screens Nest Hub Max supports a controversial new technology, Face Match, which uses the front camera of the smart screen as a security feature, and a way to participate in video calls, and show you your photos, important text, calendar details, etc. That’s when you recognize your face.

This situation may seem simple at first, but the way Google and other companies collect, store, and process face data has become a major concern for users who are considering protecting their privacy.

Today we will look at how Google and other technology companies are collecting facial recognition data with Nest Hub Max, how they store and process them, as well as some suggestions on what you can do to reduce that.

Face Match is one of the most important features supported by the new Google Smart Screen Nest Hub Max, which always uses the front camera and face recognition software to help it determine which family member it currently uses.

This feature works like: Face Recognition feature in Android Face Unlock, Apple FaceID technology, and uses software similar to what you see in Google Images, and Apple Photos to search for and manage your photos, as well as face recognition feature in Facebook.

The Google Smart Screen Nest Hub Max supports multiple user profiles.Instead of manual login, Google’s face matching feature allows you to scan your face to create a “face recognition template” that the screen then uses to provide personalized information about calendar appointments, text messages, etc. Which is faster and more convenient than signing in with your fingerprint, or via the app.

When Face Match features are turned on in Nest Hub Max, the device constantly monitors and analyzes inputs from the camera to detect faces.

So far, Google’s smart screen is the first device to have the feature Always-on Face Detection, where other devices require action such as: touch the screen, or press a button on the device, as with the iPhone when activated FaceID.

All smart speakers like Google Home, Amazon Alexa, and Siri-enabled devices like HomePod, iPhone, and Apple Watche need to hear startups to activate, but Nest Hub Max doesn’t require that.

Google always confirms that it does not use the data it collected from Face Match or Nest Cam shots to customize ad targeting. Apple doesn’t make money by selling targeted ads, which means it doesn’t use facial recognition in this way.