Beyond the Gaze: AI Tool Predicts Decisions Through Eye Movements

By: | February 12th, 2024

Image by Pixabay

Eyes have long been considered the gateway to the soul. Now, they will also serve as a vivid indicator for a cutting-edge artificial intelligence system.

This new technology can quickly anticipate your next actions

Researchers from the University of Maryland, in partnership with Tel Aviv University and New York University, have employed eye-tracking technology alongside a novel deep-learning AI algorithm to forecast user decisions.

The algorithm, dubbed RETINA (Raw Eye Tracking and Image Ncoder Architecture), demonstrated the remarkable ability to pinpoint selections with precision before individuals finalized their decisions. Participants navigated a comparison website displaying products and features in rows and columns.

RETINA uses full time series of raw eye-tracking data from both eyes for a nuanced understanding of user behavior. Remarkably, the algorithm can integrate raw eye movement data from each eye, a feature that sets it apart.

This remarkable feat underscores the algorithm’s potential to forecast outcomes well before participants arrive at a decision, thereby highlighting its capacity to influence consumer choices across diverse industries.

Predictive Eye Tracking: Revolutionizing Marketing and Beyond

RETINA’s applications extend into business and marketing, offering potential benefits for retailers like Walmart in the metaverse. By analyzing users’ initial eye movements, the algorithm predicts likely choices, enabling tailored product displays. This predictive capability allows marketers to reinforce or influence choices even before they’re made.

Beyond marketing, RETINA’s implications span diverse fields. The rise of eye-tracking companies acquired by major tech players suggests a growing integration of eye-tracking across personal devices.

Nidhi Goyal

Nidhi is a gold medalist Post Graduate in Atmospheric and Oceanic Sciences.

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