Swedish Eye-Tracking Tech Joins Automotive OEM Market

Providing eye-tracking and attention computing, the company enters the market with a new product, acquisition and partnerships.

By Joel Davies -

Tobii, the eye-tracking and attention computing company has announced its entry into mass-market automotive integrations with the release of its Driver Monitoring System, Tobii DMS, the acquisition of Phasya, and several new partnerships.

Over the past 20 years, Tobii has developed its eye-tracking and attention computing across numerous markets, including Healthcare, Behavior Research, VR/AR, and gaming. Now, Tobii is adding another strategic high-growth focus area to its portfolio by announcing that it has adapted its leading eye-tracking technology to the needs of the automotive OEM market.

Tobii’s Driver Monitoring System (DMS), called Tobii DMS, has been in development since 2019 and will be available this autumn and is ready for deployment in conjunction with the expected mass-market adoption in 2024-2025.

“Building on Tobii’s innovation leadership and unique experience in integrating and scaling eye-tracking solutions efficiently across global mass markets, our long-term ambition is to become a leading DMS provider”, said Anand Srivatsa, Division CEO of Tobii Tech. “With regulatory requirements accelerating the DMS market growth, we will build on our proven track record and know-how of developing innovative market-leading solutions”.

Tobii DMS, an AI-based attention computing technology delivers key data points about driver attention and drowsiness, enhancing traffic safety and deepening the intuitiveness of vehicle interfaces. By leveraging expertise that ranges from component engineering to full system design, Tobii will deliver what the company calls “a disruptive solution for the DMS market that fits the needs of automotive OEMs and Tier-1 partners”.

Tobii already provides eye-tracking solutions to the automotive industry, for various research, quality, and optimization purposes. This, it states, has generated “valuable experience and customer relations for the development of the DMS offering, bringing unique synergies between the DMS offering and other parts within Tobii”.

tobii automotive market
Tobii’s full stack competence, which expands across various industries and applications. Image: Tobii.

The announcement also included the news of the acquisition of Phasya, new collaborations with Tier-1 suppliers and OEM customers as well as new commercial partnerships with Sunny SmartLead and Nviso to enhance the Tobii DMS offering.

Phasya is a provider of advanced algorithms for monitoring physiological and cognitive states that influence human performance. This compliments Tobii’s portfolio of solutions, in particular, its core technology offering for automotive OEM.

Tobii has established collaborations with multiple Tier-1 suppliers and OEM customers, which aim to evaluate and develop joint solutions around Tobii DMS. A new partnership with optics solutions provider Sunny SmartLead enables Tobii to deliver a DMS solution optimized for automotive optics solutions. Tobii and Sunny SmartLead will jointly target customers and deliver an optimized and scalable solution.

Finally, the partnership with Nviso, a Human Behavior AI company, aims to combine strengths and expertise in Driver and Occupant Monitoring Systems (OMS). The collaboration addresses growing opportunities in combining In-Cabin Sensing solutions with new AI-based features, such as multi-person analysis, emotion detection, upper body analysis, and object and gesture detection.

You can find more information about Tobii entering the automotive OEM market, as well as all its other recent news on its website.

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