Eye Tracking Is Booming, According to GRIT. For Us, It’s Been a Decade-Long Journey

Eye tracking is one of the most widely used biometric methods in today’s insights landscape. According to the GRIT 2026 report, the data shows that Eye Tracking consistently ranks among the most-used tools within biometric and neuroscience approaches category, with adoption reaching up to ~47% among advanced supplier segments. This reflects a broader shift toward nonconscious measurement approaches that reveal what people actually see and process.

At EyeSee, this isn’t a new direction—it’s a journey we started more than a decade ago.

Moreover, this shift toward behavior-based insights is exactly what shaped our early approach and laid the foundation for how we built our solutions from the very beginning.

At the same time, as the industry continues to evolve—especially with the growing role of AI and automation—Eye Tracking is becoming increasingly important as a way to bring observable human behavior into these systems. It helps answer not just what consumers notice, but why it matters, positioning it as a key building block for the next generation of insights.

Built on Eye Tracking from day one

At EyeSee, Eye Tracking isn’t just one of our methods—it’s our cornerstone and the foundation we were built on.

Long before Eye Tracking became widely adopted, we recognized its potential. Methods that measure real behavior—like Eye Tracking (mapping gaze) or Emotion Recognition (mapping emotions)—consistently delivered stronger predictive power than traditional, self-reported research. The problem was clear: these methods were powerful, but inaccessible—expensive, lab-based, and difficult to scale.

That’s where our story began.

We leaned into technology and reimagined Eye Tracking for the real world. By developing a remote, camera-based solution—first for desktop and later for mobile—we removed the barriers that had kept it niche.

Suddenly, Eye Tracking became:

• Accessible – requiring only a webcam, good lighting, and minimal head movement

• Scalable – enabling global studies without physical labs

• Fast – conducted remotely

• Cost-effective – with respondents participating from the comfort of their homes

As we started working with clients, expectations quickly grew. Eye Tracking was only the beginning. To support brands determined to stay ahead, we expanded into emotional recognition, virtual shopping environments, realistic social media feeds and e-comm replicas, building a full ecosystem grounded in real human behavior.

Today, our Eye Tracking is highly refined. It shows what is most visible and the exact order in which consumers process information. But more importantly, over a decade of continuous research enabled us to build something few others have:

An unmatched behavioral data foundation—millions of real gaze interactions—that became the key to unlocking AI-powered prediction.

From Eye Tracking to Predictive Eye Tracking

Building on this foundation, EyeSee has transformed Eye Tracking into a predictive system powered by AI.

Our Predictive Eye Tracking (PET) methodology simulates how people will see and engage with packaging, before it ever reaches the shelf. It enables fast pack screenings and pack health checks, as well as evaluating different pack versions throughout development—helping brands understand whether new iterations are actually improving performance or moving away from the desired outcome.

Built on more than a decade of expertise and trained on over 11 million eye‑gaze data points, PET combines real behavioral foundations with AI-driven scalability. Importantly, our proprietary algorithm is not trained on saliency models alone—it is grounded in real human behavior, capturing how people actually look, process, and prioritize information in real-world contexts.  

It models key behavioral KPIs, including:

• Visibility – which elements are most likely to be seen (in % of consumers)

• Attention – how long consumers will engage with those elements

• Scan Path – the predicted order in which key elements are noticed

• Heatmaps – visual maps of attention hotspots

By shifting from observation to simulation, Predictive Eye Tracking becomes a fast, cost-efficient solution that reduces trial-and-error while increasing confidence in design decisions.  

PackSee.AI: Scaling Eye Tracking with AI

This predictive capability is scaled through PackSee.AI, EyeSee’s AI-powered packaging solution.

Built on more than 15 million real behavioral data points collected through years of Eye Tracking research, PackSee.AI transforms individual studies into always-on packaging intelligence helping brands evaluating designs in as little as 48 hours with speed, scale, and behavioral accuracy. The system evaluates packaging performance across three key dimensions:

• Attract (visibility & attention)

• Engage (liking & emotional response)

• Inform (communication effectiveness)  

These are combined into a clear, comparable score—making it easy to screen, benchmark, and prioritize numerous pack designs at scale.

On top of this, PackSee.AI provides Informational deep dives, adding a richer layer of understanding behind the results. These insights uncover why certain designs perform better and which elements drive or limit effectiveness. This layer is validated by EyeSee’s research experts, ensuring that insights are grounded in real-world expertise and translated into meaningful, actionable recommendations.

By combining clear scoring for scale with deep behavioral understanding, PackSee.AI enables teams to compare, iterate, and optimize designs with confidence—bridging the gap between AI efficiency and expert insight.

Eye Tracking as the Foundation of Behavioral AI

At EyeSee, Eye Tracking is not just a method—it is the foundation of our AI-powered ecosystem.

By grounding AI models in real observed behavior accumulated over a decade, we ensure that predictions reflect how people actually see, process, and decide—not assumptions or shortcuts.

In this way, Eye Tracking becomes more than a research technique—it becomes the engine behind behavioral AI, powering solutions like Predictive Eye Tracking and PackSee.AI—and redefining how brands win attention in an increasingly competitive world.

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