Digital billboards are being tried out in Japan that can read the gender and age of people looking at them and tailor advertising messages accordingly.

“The camera can distinguish a person’s sex and approximate age, even if the person only walks by in front of the display, at least if he or she looks at the screen for a second,” said a spokesman for the project.

Companies can then provide interactive advertisements “which meet the interest of people who use the station at a certain time.”

The Digital Signage Promotion Project, which is currently in a test phase, is being trailed in subway station around Tokyo.