NEWS27 October 2021

Smart Eye acquires iMotions

AI Europe News

Europe – Sweden-based human insight AI firm Smart Eye has acquired hi-tech software development company iMotions for $46.6 million. 

Conceptual image of artificial intelligence

Smart Eye will couple its advanced eye tracking and emotion AI technologies with iMotions’ multiple-sensor data collection and analytics software to create what it is calling “the first powerhouse in human behavioural research and analysis”.

iMotions will be a wholly owned subsidiary of the Smart Eye group and will continue to be independently run by CEO Peter Hartzbech under the terms of the agreement. The company has more than 15 years’ experience of developing and delivering a solution that uniquely and in real-time integrates data streams from more than 50 biosensors into a single research platform, thereby providing a deeper, more comprehensive understanding of human behaviours.

The participation of iMotions means that research teams will be able to expand beyond single technology analysis and streamline data from multiple measures, including eye tracking, facial expression analysis, sweat gland activity, brain activity, heart rate, field surveys, focus groups and more.

According to SmartEye, the acquisition will accelerate iMotions’ product innovation, particularly in the areas of remote and mobile data collection and analysis, by providing access to capital and expertise in machine learning and data acquisition and annotation. Integrating iMotions’ Behavioral Research Suite will expand multi-modal data and synchronized analytics; this will be particularly pertinent in the rapidly emerging field of human insight AI in automotive.

Commenting on the acquisition, Smart Eye founder and chief executive Martin Krantz said, “The next decade is going to see an amazing expansion of human behavioural research using multi-modal approaches. The addition of iMotions and its multi-sensor integration software promises to unlock increased value for Smart Eye’s current customers, particularly in the automotive industry, while opening the door to others."

He continued: “The future is multi-modal, with technological advances likely to make it easier, faster and more cost-effective to understand what’s driving human behaviour and decision making. With Motions, we’re adding the world’s leading insights and analysis software to our leading eye tracking and facial expression analysis technologies.”

The move follows Smart Eye’s recent acquisition of Affectiva, designed to solidify the company’s stronghold on the rapidly developing automotive interior sensing market. Smart Eye, iMotions and Affectiva have a long history of partnering together.