Google Set to Acquire Eyetracking Start-Up AdHawk Microsystems

Google is reportedly planning to acquire the Canadian start-up AdHawk Microsystems, which specializes in innovative eyetracking technology that operates without the need for a camera.

AdHawk Microsystems, founded in 2017, has developed glasses known as MindLink that enable precise tracking of eye movements. This acquisition is valued at approximately $115 million, with an additional $15 million contingent on meeting performance targets. Although the deal has not been officially confirmed, sources familiar with the matter suggest an announcement could be imminent.

The eyetracking technology developed by AdHawk is touted for its efficiency, requiring significantly less data than traditional camera-based systems. The company claims that its system can maintain low latency and extend battery life, addressing one of the major challenges associated with smart glasses, which often require frequent recharging. For example, Meta's Ray-Ban glasses offer about four hours of usage, while Snap's Spectacles provide approximately 45 minutes of battery life.

Google's interest in eyetracking technology aligns with its ongoing efforts to bring smart glasses to market. During the Google I/O 2024 event, a demonstration showcased how a user could interact with Google's AI, Gemini, through a pair of glasses - a project referred to as Project Astra. This real-time video and screen-sharing capability has recently been made available for the Gemini app on smartphones, indicating a clear trajectory towards integrated eyewear technology.

AdHawk's technology has also attracted attention from other major players, including Meta, although previous acquisition talks did not materialize. Among AdHawk's investors is EssilorLuxottica, the parent company of Ray-Ban, which has previously partnered with Meta.

The growing interest in smart glasses is evident across the tech landscape, with companies like OpenAI exploring similar functionalities for real-time conversations about visual experiences. The potential development of eyewear by OpenAI is suggested to be a logical step, especially given recent personnel shifts from Meta to OpenAI.

Furthermore, eyetracking technology holds promise for larger headset devices like Apple's Vision Pro and Meta's Quest series. Google is also involved in the development of Android XR in collaboration with Samsung and Qualcomm, an operating system designed for augmented reality, virtual reality, and mixed reality applications. Samsung has announced a forthcoming VR headset utilizing this new OS, indicating a competitive push in the market for immersive technology.