I work in tele-medicine and we use rekognition to see if users are following the instructions correctly. E.g. you have to be at a certain distance from the screen, close an eye, take your glasses off, etc.

Also, things like virtual try-on for glasses use facial recognition tech. This allows you to map frames on your face so you can buy them online.

These applications don't use facial recognition to identify users, but to be smart digital assistants. They can function anonymously and don't have to store sensitive information.

There are many good applications.