Sainsbury’s expands AI powered facial recognition technology trial in partnership with Facewatch
Sainsburys is to roll-out facial recognition software in over 150 stores before Christmas after a trial showed the technology stopped nine in ten repeat offenders from coming back.
The UK grocery giant currently has the AI powered system live in 55 locations in a partnership with Facewatch. Retailers upload reports of bad behaviour, such as shoplifting or violence, with moderators then reviewing camera footage and tagging suspects. When a flagged person enters a participating store, Facewatch pushes out an instant alert.
Despite Sainsbury’s stating that the trial has been a success, it hasn’t been all plain sailing. Earlier this year, a man was instructed to leave a Sainsbury's store in South East London without explanation, after staff incorrectly identified him as an offender flagged by the aforementioned technology. Facewatch later told him there were "no incidents or alerts associated with [him]" on its database, and Sainsbury's apologised for the "human error".
A Sainsbury's spokesperson said: "We have been in contact with the man to sincerely apologise for his experience in our Elephant and Castle store. This was not an issue with the facial recognition technology in use but a case of the wrong person being approached in-store."
They added nobody had been wrongly identified by Facewatch technology and this was the first instance of someone being wrongly approached by a store manager.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
