Google Bets Big on AdHawk's Eye-Tracking Tech
Alphabet Inc.'s Google is said to be in the process of sealing a $115 million deal to acquire Canadian eye-tracking technology firm AdHawk Microsystems Inc., marking a renewed push into the smart glasses and headset space. The deal, according to sources close to the matter, has $15 million in future performance-based payments. The acquisition is scheduled to close this week, but there are still chances that negotiations may fall apart, as the deal hasn't been signed yet.
AdHawk was founded in 2017 and focuses on creating sophisticated eye-tracking chips, hardware, and software. Waterloo, Ontario-based AdHawk developed MindLink glasses and provides technology that assists devices in detecting where users are focusing. AdHawk's strength is in its low-power elements, which scan eye movement more quickly than other sensors an essential feature for wearable devices.
AdHawk has been in the acquisition sights for years, and Meta had earlier in 2022 explored buying it. The startup is backed by a powerful list of investors, including venture arms of Samsung Electronics, Intel, HP, Sony Group, and EssilorLuxottica, owner of Ray-Ban, which collaborated with Meta for their smart glasses range.
The purchase fits into Google's overall augmented and virtual reality goals. Having first led in smart glasses with Google Glass a decade ago a product that was discontinued in 2022 the tech giant has been working behind the scenes on fresh prototypes, with a focus on the promise of artificial intelligence. Eye-tracking technology, particularly with the power-saving capabilities of AdHawk, would help speed development on future smart wearables.
Eye-tracking is now a key capability in AR and VR headsets, driving interfaces such as Apple's Vision Pro and likely to be the central component in Samsung's forthcoming Moohan headset, which it is co-creating with Google. Last December, Google announced Android XR, an operating system designed specifically for extended reality devices, including frameworks to enable eye-tracking within third-party apps.
Once the transaction is complete, AdHawk's team will be integrated into Google's Android XR division in the Platforms organization, adding to the company's talent base and speeding up development. This comes after Google acquired a portion of HTC's XR division for $250 million earlier this year, further demonstrating its strategic focus on immersive technology.
Google refused to comment on the acquisition, and AdHawk has so far not returned media requests for comment. However, the acquisition highlights Google's commitment to positioning itself as a serious contender in the smart glasses market, using advanced eye-tracking technology to help define the future of wearable computing.
