Lord Sugar is watching you — or at least his technology is.

The mogul is chairman of digital media company Amscreen which has developed technology that can scan the faces of customers as they walk into a store, and tailor advertisements to their age and gender which are then screened as they reach the tills.

The product, called OptimEyes, is to be installed at all 450 Tesco petrol stations across the UK.
Simon Sugar, Lord Sugar’s son who is chief executive of Amscreen, said the technology would allow advertisers to know who was watching their commercials.

Tesco executives, who have signed a five-year deal with Amscreen, have defended the move amid concern from civil liberties groups about Big Brother-style monitoring.

Peter Cattell, a director for Tesco petrol stations, said personalised adverts would “enhance the customer shopping experience”.