Vending machine error reveals secret face image database of college students
stopthatgirl7@kbin.social to 
arstechnica.com
Facial-recognition data is typically used to prompt more vending machine sales.
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stopthatgirl7@kbin.social to
So they can sell it.
Yup it's for "advertising" say for example the Army wants to know which areas have the most fighting aged men. So posters and recruiters know where to hang out. (this is the most extreme example.)
Vending machine company sells facial recognition and temporal location data to a data broker who enriches it to enhance identifiability and this data is sold to a stalker who uses it to murder people. That’s a more extreme, but certainly not most extreme, example.