Sara Queirolo – Autotrack Emerging biometric technologies, such as facial recognition, are advancing rapidly and are silently layered into the fabric of everyday life. For instance, Amazon Go stores monitor everything that moves within the supermarket and use the data collected to track consumer behaviours. As Huxley had predicted in his “Brave New World”, repressive methods are preferred to be accompanied by “sweet” manipulations, aimed at making citizens believe they are free to choose. When instead all their decisions are taken and guided from above. When does technological surveillance, thanks to increasingly sophisticated propaganda techniques, become the means of invisible, permanent and widespread social control? When will human identity be reduced to only a set of biometric data?