EyeSee Launches AI-Driven Predictive Eye Tracking

Ghent, Belgium-based behavioural research specialist EyeSee has unveiled an AI-powered Predictive Eye Tracking method, predicting visibility and attention metrics for packaging and other visuals.

EyeSee was launched in 2012 as a webcam-based eye-tracking business, but now focuses on providing tech-enabled behavioral research, combining implicit and explicit methods. In 2020 it raised EUR 3m in funding. The firm also has offices in Mexico City, Singapore, New York, London, Paris and Belgrade - and conducts research in more than 50 countries worldwide.

The new tool is trained on more than 11.5 million real-world eye-gaze data points, and promises 'unparalleled accuracy' in predicting visibility and attention metrics for packaging and other visual elements. Users can assess early-stage designs quickly and cost-effectively, receiving AI Visibility and AI Attention metrics alongside predictive heatmaps.

EyeSee says its AI strategy is to incorporate the technology 'responsibly and effectively', ensuring transparency and reliability in its applications. Accordingly, the new Predictive Eye Tracking is used alongside complementary methods such as MaxDiff analysis, surveys and click tracking, to triangulate findings for Pack Screenings and Health Pack Checks, while for deeper innovation testing the company still turns to human-based eye tracking 'to ensure robust insights at every stage'.

According to CEO Joris De Bruyne (pictured), 'Human-based Eye Tracking remains the cornerstone of our research, but this new addition allows us to offer fast, scalable solutions for initial design evaluations'.

Web site: www.eyesee-research.com .