explains Eyeware product marketing manager Sabrina Herlo. “One is using your iPhone as a head-tracking device that will enable you to move your point of view, tracking your head position, for example in Microsoft Flight Simulator. The other is a basic functionality, a first for being enabled with an iPhone, of making the bubble of a streamer ’s eye gaze visible onscreen and shareable with their audience.” Applications for esports are also being investigated. A field eye-tracking is already being employed for coaching and analysing gameplay.
The Eyeware software hinges on the capture of the head pose and eye features in a 3D environment. These depth images can be captured using inexpensive 3D cameras, or even an iPhone. The technology is camera agnostic. Once the image data of a user ’s gaze and head pose is captured, Eyeware algorithms can determine with confidence how and where they are focusing. The data available in eye tracking is potentially very valuable. And, as Anderson explains, the technology could become an integral part of customer sales. “There are multiple steps in a retail sales conversion process. You can tell what product the customer walked out with by looking at sales numbers, but there’s a lot of granularity along that decision-making path. Eye tracking can give you insight into what is most attractive to people – are they just glancing at an item, or are they really considering for a few seconds before they move on?” Combining data anonymised at the sensor level that conforms with GDPR rules, with powerful AI, has potential to put a lot of power into the hands of brands and retailers. The amount of useful data that can be harvested by recording looks will make mouse and click-data look weak in comparison.
DRIVING FORCE Eyeware uses 3D modelling and AI to create eye-tracking applications for everything from in-vehicle control to games
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