Vision technology: The next step in AI-powered camera systems
 

AI vision technology is turning cameras into intelligent tools that monitor, detect, and respond in real time. Discover how businesses are using it, key deployment considerations, and how you can future-proof your investment today. 

AI is transforming camera infrastructure from passive recording devices into intelligent systems capable of real-time analysis, pattern recognition, and predictive insights, just to name a few. 

This shift is unlocking new opportunities across a range of industries, helping faster decision-making, improving worker safety, reducing operational risks, and enhancing the customer experience. 

As AI continues to evolve, cameras are no longer being used to simply record, they’re fast becoming responsive tools companies can use to improve efficiency and revenue growth.

What is AI-powered vision technology? 

Traditionally, cameras were used by companies as a security measure, to track and detect any anomalies, threats, or hazards. They often fed live feeds to humans, who interpreted the footage and acted when needed.

Now, AI is helping to shift from this form of passive surveillance into a more proactive real-time intelligence, and businesses are taking notice. Australia’s AI camera market is expected to grow at a rapid 25.3% compound annual growth rate (CAGR) through 2030, reflecting a rising demand for smarter video systems. 

So, what is it exactly? AI-powered vision technology refers to intelligent systems that can analyse video footage in real time to detect patterns, behaviours, and objects—all without the need for human oversight. 

And, how does it work? Vision technology is trained on large volumes of data and then configured to interpret and act on set conditions or behaviours. It knows what to act on because it’s built to recognise what’s ‘normal’ and alert on what’s not—based on training, rules, and continuous learning.

Lachlan Jefferies, Retail Team Lead at Truis, is working at the forefront of emerging technologies in the retail space, running the ‘Store of Tomorrow’, a retail experience that lets you interact with the most advanced industry technology. He says the shift from cameras being used simply as a security tool to more of a technology tool is widening the scope of what can be achieved for businesses.

“I think now that it's starting to become a technology tool, that's where we're starting to really see a big uplift in how these cameras are used,” he says.

The ‘sky’s the limit’ for AI vision technology

Lachlan says many major retailers are looking into ways they can use AI-powered camera systems to solve specific challenges across thousands of locations nationwide, from improving conversion rates to measuring stocktake and even customer sentiment. 

Let’s say you’re a Tier 1 retailer wanting a more comprehensive overview of what’s happening across your stores. You decide to place a camera in each store and train your cameras to detect negative customer sentiment. A month after installment, your AI-trained cameras uncover a valuable insight: 10% of your stores have a high volume of angry customers. That’s crucial customer behavioural data that might otherwise have gone unnoticed.

“Is there something wrong in those regions? Are your staff doing something differently at those locations? When you can allow cameras to collect this data for you at scale, you can start to make real decisions based on real data,” says Lachlan.

Or, let’s say you want to collect more comprehensive analytics in-store. With a counting sensor, you can track how many people come and go. But what if an adult walks in with three small children? The sensor is going to capture four people, but we know the adult is the only potential buyer. Or, let’s say a staff member enters and exits the store multiple times in a day—this would skew the data. That’s where AI-driven camera technology comes into play, helping to separate potential buyers from the overall volume of foot traffic.

Lachlan says there’s “no one-size-fits-all approach when it comes to vision technology.” Here are a few other ways industries can harness the power of AI-powered cameras today:

• Programmatic advertising: Smart camera technology can be used to assess personas in-store and then change digital signage to market to that cohort more effectively.

• People flow and heat mapping: Improve store layouts, queue times, and staff allocation by understanding exactly how customers move through space — in retail, QSR, or service stations.

• License plate recognition (LPR) for vehicles: AI-powered cameras can make carparks more efficient by removing the need for ticket systems.

• Integration with access control and alarms for automated responses: Real-time analysis gives companies enhanced security and a reduction in false alarms.

• Accurate stocktake tracking: AI-trained cameras can quickly and effectively check stocktake on products, especially liquids and metals that can’t be tracked with RFID. 

• Regulation compliance: Train cameras to assess and monitor the condition of bigger items like machinery or cargo ships.

• Workplace safety monitoring: Identify whether staff are wearing correct PPE (e.g. hard hats, high-vis) and following safety protocols in high-risk environments like logistics, construction, and mining.

Lachlan says the “sky’s the limit” in terms of what you want to achieve so “it's about making sure we're using vision technology in the right way.”

Deployment considerations

So, what should businesses consider when making the decision to invest in vision technology? First off, you need to decide on a challenge to solve—one that’s big enough to warrant investing time and resources into. 

“Then, pick a location where you can run a small test case that you can check against real world outcomes,” Lachlan says.

“Don't invest in something that's going to work in one store, but then won’t be capable of scaling out to 100. You need to make sure you standardise hardware and software in the early stages and have a central dashboard, accessible from anywhere and that’ll scale as you deploy to new sites.”

And, Lachlan says, engage your legal and IT teams early. You need to ensure you comply with all relevant laws and regulations, such as the Australian Privacy Act, both in terms of where you’re operating and where you’re processing and storing any cloud data. 

When it comes to hardware, Lachlan says most businesses are adopting a hybrid approach, storing data locally and transferring certain files to the cloud to process off-site.

“You can work off edge computing, processing on-site, or send data to the cloud for more powerful processing,” he says.

“But, that’s going to take longer because you’re relying on a network. Cameras typically only upload pre-determined important data to the cloud, to prevent traffic from slowing down your network.

“We’re seeing people adopt a hybrid setup, doing some elements in real-time at the site and more powerful processing in the cloud. That way, you’re not constantly using the network to record anything.”

Future-proofing your investment 

Armed with a challenge ready to solve using vision technology, the next step for businesses is to partner with a company that understands the landscape, says Lachlan.

“Work with companies that understand not just the camera specifics and requirements, but what your business is trying to achieve, the infrastructure you’ll need to leverage, how to deploy it, and how to spot any challenges early on that might impact scalability later on,” Lachlan says.

“Here at Truis, we’re partnering with retailers and other businesses to bring their ideas to life, helping them across every stage, from designing a smart camera solution to integrating it with their existing tech stack and running test cases in our Store of Tomorrow space.”

Looking to explore AI-powered camera technology but not sure where to start? Whether you’re trying to solve a specific challenge or just want to understand what’s possible, our team can help you navigate the options and find a solution that fits. 

Get in touch today and let’s have a conversation about how AI vision technology could work for you.