Image recognition technology is used to process, analyse and understanding images. It is often used to interpret live camera video and has a wide variety of applications and is often used alongside augmented reality technology which is used to alter the live video and artificial intelligence which is used to analyse the data. Within retail there have been a number of applications across security, marketing, payment, shopping & customer service. The most exciting application is around the recognition of a real world object and searching a market place for products that closely match the real world object. For this, like many artificial intelligence applications, the volume of data in the system affects the quality of the match.