Wow, marketing fluff much? They just want to add something to check for closed eyes. Not exactly facial recognition.
If these new seats actually help people sleep better it's great. Economy vs Business is not even comparable in terms of ability to sleep at least in terms of trans-Atlantic. I was lucky enough to get 2 trans-Atlantic (from midwest) trips in business where I had previously done economy normally and it was so relaxing and easy to sleep, for me.
It has to recognize that it's seeing a face and eyes, but it doesn't need to recognize that the face belongs to John Smith, Frequent Flyer #0123456789
The airline already knows who is sitting in the seat, and also their ff#
How do they know which party that would be? Facial recognition, obviously.