One of the key security aspects of digitizing services and processes is trusted user identification. The development of technology, especially in the field of artificial intelligence, opens up space in this direction for the introduction of innovative methods, including the use of facial biometrics. These procedures make it possible to increase the level of security and at the same time improve user comfort. In this presentation, we will look at current experiences and how this space is used by the commercial sector to improve the availability of its services.