The Coldplay kiss cam incident has generated plenty of memes and jokes, but it’s also raising relevant questions about personal privacy in public spaces.

A couple, caught in an intimate embrace, got more than they bargained for when the jumbotron at a recent Coldplay concert singled them out. They ducked for cover, causing the band’s frontman to speculate that they were having an affair. The awkward moment was recorded on a cellphone and shared online, quickly going viral.

Privacy consultant Dave Morgan says everyone is going around with a camera in their pocket and many people don’t think twice about posting videos of others online.

Tech blogger Kevin Andrews says kiss cams or celebrity lookalike features are meant to enhance the entertainment experience, but they’re also using AI technology to single out ticketholders.

“AI is so good at facial detection,” says Andrews. “They’re scanning everybody’s faces, and looking to make light of it sometimes too.” He says some people may wonder whether there should be some kind of a waiver you can sign to ensure you won’t be shown on the jumbotron. “Buyer beware” is Andrews’ advice.