In the era of digital technologies, not only the mirror of the soul, but also a luminous indicator for the latest developments in the field of artificial intelligence. A group of researchers from the USA and Israel presented a system that can predict users’ solutions to buy on the Internet, analyzing eye movements.
The new system, called Retina (Raw Eye Tracking and Image Ncoder Architecture), uses the technology of eye tracking and deep learning algorithms to predict the user’s preferences while viewing goods on a website. The algorithm is able to accurately determine the client’s preferences, even before the user makes a selection. The developers of Retina note that this kind of data analysis is where artificial intelligence shows the best results. The use of the full volume of eye tracking allows the algorithm to work with information about the movement of each eye separately, which was previously impossible due to data aggregation.
Previously, researchers synthesized eye movements using aggregated fragments of information, which could miss some data and certain types of eye movements. Thanks to Retina, experts were able to use the entire volume of unprocessed tracking data, rather than fragments recorded by existing methods.
Retina can be used in various situations by companies. For example, retailers can use Retina to improve the user experience of online shopping. With the help of the algorithm, the store can adapt the placement of goods based on the user’s initial eye movements. Furthermore, many VR devices used for virtual reality experiences may incorporate eye tracking functionalities, and Retina can enhance the visualization of the virtual environment.
According to a representative from Retina, the eye tracking technology has applications in fields such as medicine, psychology, design, and art. However, the technology also raises concerns about user privacy and confidentiality, especially when used in personal devices like smartphones and tablets.
Researchers are already working on commercializing the algorithm and expanding its applications to optimize decision-making processes. As eye tracking technologies advance and data processing becomes simpler, the potential uses of Retina are expected to expand significantly, opening new opportunities for research and commercial utilization.