It was a moment that stayed with him. Over the next few years, he was inspired to build a system that could respond not just to movement, but to the way people looked — their clothes and even their faces. If you spotted a young woman, for instance, you could show her a digital advertisement you wouldn’t show to an older man.

 

 The result is Cara, a system that’s already under test in various retail stores and malls. Fashioned by a team of eight engineers at Sosa’s New York-based startup, IMRSV, this new-age creation uses simple cameras, including web cams, to detect faces and other discerning personal features, and the hope is that businesses can use this information to hone their operations, including, perhaps, tailoring digital advertisements to suit particular types of people.