the Data Collection Horror of Sheffield's "Sapiens Project" Shop

TL;DR: it's a weird data collection operation. and they could use your data for nearly anything.

This one was in Sheffield recently, to visit the HEX market, but also to have a look around the city with some friends. At one point, we visited Orchard Square, a shopping area close to the centre of town. Amongst the normal shops, one really weird place stood out.

This is the "Sapiens Project", and at first it seems to be promising lots of good if... Vague things? Being part of the future and helping diversity in games feels good! they use "ethical data"! And you get paid for it! it's where "art meets intelligence"! But... What is this place actually doing?

Face scans. This is a company that is paying visitors 40 pounds to take a face scan. They seem good at it, too: they are run by Ten24 Studio, a company known for doing face scanning for games and other media, including the actors in a lot of huge projects like Baldur's Gate 3. And this deserves further digging. Why are they taking face scans?

On their website, once looking beyond the vague front page, they have some FAQs. Apparently,"ethical" means they won't sell your likeness for use in porn, or state surveillance. Good start. So what do they use your likeness for, if you sign up and get your 40 pounds?

Literally everything else.

the FAQ is, at least, fairly clear about this, but misses some crucial points:

Your scan may be integrated into video games, or used in datasets to create diverse 3D avatars. Your digital likeness may appear in media across various formats and platforms for purposes such as marketing, product promotion, or creative projects. We ensure that your data will never be used in sexually explicit content or for government or state surveillance. All personal data, including biometric information, is handled ethically and securely, in full compliance with GDPR regulations, to protect your privacy and data integrity.

but the Privacy Policy (hidden as if it is just the privacy policy for the booking website... Nice) is more detailed in what this really means.

6. Use of Data

We use the Personal Data we collect for the following purposes:

  1. Creation and Display: Developing and displaying your image and representations of you in the form of digital 3D models and photographs in various media, such as video games, television, and films.

  2. Development: Enhancing machine learning algorithms and artificial intelligence technologies.

  3. Training: Generating datasets for the training and improvement of generative AI and machine learning models.

  4. Sales and Distribution: Selling the 3D models/photographs on our store (3D Scan Store) and third-party stores such as but not limited to the Unreal Marketplace.

so. This place is collecting face scans, and then selling them for money to anyone who will buy. (including for GenAI training, but presumably only if they say that they aren't making porn with it). It's worth highlighting the lack of control that this gives the participant. Want to have the chance to be used as the hated face of an insurance company's chatbot? Want your face to become a possible generic enemy in a AAA game, with no compensation? Want to totally lose control of your image and become a literal 3D asset on the unreal store? These can all happen! But hey, you got 40 quid for it.

This is a really bad deal. Do not go in. Do not sign up. Do not give them anything.

It's also just such a weird, sad reminder of the times we live in, that a shop like this can open up, preying on the chance for folks to not read the contract fully if it means easy money, and be misled by claims of ethics.