On devices that are equipped with Android, Google's operating system for cell phones, it's now possible to recognize someone by their iris. Developers have shown this.
Future Vision by Erwin Van Lun on this article
Brands are given more and more tools to recognize the consumer. Their voice, their walk, their vocabulary, their fingerprint or their iris. In the long run brands will be able to recognize their customers better than humans. And they’ll be able to continue the dialogue where it was left off previously. This technical development certainly adds to that.