Google Poised to Acquire Eye-Tracking Startup AdHawk Microsystems for $115 Million

Google reportedly negotiating $115M deal for eye-tracking startup AdHawk Microsystems - SiliconANGLE

Google reportedly negotiating $115M deal for eye-tracking startup AdHawk Microsystems Google LLC is reportedly in final talks to acquire AdHawk Microsystems Inc., a maker of eye-tracking technology, for $115 million. According to Mark Gurman at Bloomberg, who references "people who asked not to be identified because the deal hasn't been announced," Google is looking to make the acquisition as part of a renewed push into headsets and smart glasses. The reported $115 million acquisition price on the table would include a $15 million payout based on AdHawk reaching certain performance targets, which is not an unusual clause in some tech acquisition deals. The agreement is said by Gurman's source to be on track to be completed this week, but it is still possible that the talks could fall apart as the deal hasn't been signed off as yet. Neither Google nor AdHawk have commented on the report so far. Founded in 2017, AdHawk Microsystems specializes in developing advanced eye-tracking technology that bridges the connection between the eyes and the brain. The company's proprietary micro-electromechanical systems eye tracker eliminates the need for traditional cameras, enabling higher sampling rates, lower latency and improved efficiency. AdHawk's technology supports wireless tracking at 250 Hz and tethered tracking at 500 Hz, with less than 4 ms latency and approximately 1-degree error. The capabilities make the eye-tracking system highly efficient for integration into consumer electronics, including smart glasses and metaverse applications, the sort of things that Google may be interested in. The company takes a full-stack approach, covering everything from custom silicon design to cloud-based analytics. The AdHawk chip design team produces specialized CMOS-MEMS devices at a wafer scale, meeting rigorous consumer electronics standards with the help of a global supply chain. AdHawk has developed infrastructure such as anthropomorphic robots and turnkey integration workflows to help with integration into original equipment manufacturer products. The company has also previously manufactured and distributed MindLink glasses for researchers and clinicians; the company can produce smart glasses and similar products in-house, another appealing aspect for Google. Coming into its potential acquisition, AdHawk has raised $22.3 million in funding over multiple rounds. Investors in the company include Intel Capital Corp., Samsung Venture Investment Corp., Sony Innovation Fund, Brightspark Ventures Inc., Ripple Ventures Management Inc., HP Tech Ventures, Groupe Roski S.A., EssilorLuxottica Société Anonyme, Canso Investment Counsel Ltd. and Ride Home Fund. Google's interest in AdHawk comes after it debuted Android XR, a new operating system for virtual reality and augmented devices, in December. Further indicating a renewed interest in virtual and augmented reality headsets, Google announced in January that it was acquiring parts of HTC Corp. Vive's engineering team to accelerate the development of its new Android XR operating system for virtual reality and extended reality headsets. While Google has been down the headset path before with its Google Glasses, which were sold between 2013 and 2023 but never found more than a niche audience, the company's renewed interest in AR, VR and mixed reality glasses may not be primarily about the technology itself, but what they can build into it. Like Android before, Android XR is another platform to embed Google products and notable when the HTC deal was announced in January was the following line that the devices will "ship with the company's flagship Gemini AI model." The new race for smart glasses may not be so much about the user experience with visuals (although it helps) versus another path in the race to gain market share and users in the artificial intelligence race.

Google is getting serious about smart glasses, again

Table of Contents Table of Contents Why AdHawk is an apt target? Google isn't hiding its ambitions Google kicked off the smart glasses trend over a decade ago. Unfortunately, the ambitious idea failed to take off back then. Some say it was a little ahead of its time, while others couldn't look past the specter of privacy intrusion. But it looks like an emphatic comeback is on the horizon. According to Bloomberg, Google is in advanced stages of discussion to acquire AdHawk Microsystems, a company that specializes in selling full-stack eye tracking technology already available atop the wearable form factor. Recommended Videos "The technology giant intends to buy the Canadian startup for $115 million, according to people with knowledge of the matter," says the report. Interestingly, Meta -- which is already deep into the smart glasses segment with products such as Aria, Orion, and Meta Ray-Ban -- was planning to scoop the company in 2022. Why AdHawk is an apt target? AdHawk counts Essilor Luxotitca among its investors. Essilor Luxottica is the parent of Ray-Ban, which makes the popular camera-equipped AI glasses in collaboration with Meta. Other investors in AdHawk include HP, Samsung, and Intel. Beyond investment partners, what matters is the tech stack. In 2024, Mindhawk introduced the MindLink Air smart glasses equipped with eye-tracking technology. It's day two of #ETRA2024 and we're showcasing our eye tracking technology in action! From now until June 7, you can stop by our table for a live demonstration of our all-day, camera-free eye trackers. Watch as they follow your gaze across the room and across the page! pic.twitter.com/O1QTYXiXMk — AdHawk Microsystems (@AdhawkMicro) June 5, 2024 "We use it to scan a beam of light across your eye thousands of times per second and then capture reflections from it to model all kinds of things about your eyes," AdHawk CEO, Neil Sarkar explained to CTV News. Eye tracking is one of the core components of XR gear, especially those with immersive Augmented Reality applications. Apple has implemented a sophisticated eye-tracking system on the Vision Pro headset. Meta's Orion holographic glasses also rely on an advanced eye-tracking system. Google isn't hiding its ambitions Over the past few years, Google has given some tantalizing glimpses of how it sees AI integrating into our daily lives. One of those ambitious ideas dwells atop the smart glasses form factor. Last year, Magic Leap inked a deal with Google to implement the latter's Gemini AI, Project Astra, Android XR, and Google Play app ecosystem atop a pair of AR smart glasses. Google acquired another company named North Focals in 2020, offering a clear hint that it wasn't done with smart glasses. At the I/O 2024 annual developers conference, Google demonstrated its most impressive vision for smart glasses with Project Astra. Project Astra: Our vision for the future of AI assistants Towards the end of 2024, Google also detailed Android XR, its best attempt yet at creating a full-fledged XR software ecosystem over Android foundations. "It represents a renewed commitment by the company to create an operating system that can drive headsets, glasses, and other form factors going forward," Digital Trends' Jason Howell wrote after trying the demo. The market is also ripe for Google's entry. Players like Solos, RayNeo, and TCL have been selling a bevy of smart glasses over the past few years. Meanwhile, new players such as Halliday and Even Realities have put some seriously impressive wearable gear on the shelves. There's little doubt that Google fumbled its chance, and its official entry to the smart glasses market is still undecided -- and late, too. But its business targets -- assuming the Bloomberg report is true -- are a clear sign that smart glasses are very much on the company's product horizons.

It's looking more likely that Google will once again release smart glasses

AdHawk has created chips, hardware, and software to enable advanced eye tracking. It offers this tech to other manufacturers to allow them to create devices that can determine where a user is looking. AdHawk's USP is its low-power eye-tracking component, which can analyze a user's corneas and pupils quicker than rival sensors. The startup has also developed glasses called MindLink. Eye-tracking is a feature that is vital for all augmented reality and virtual reality headsets. Google's foray into the AR-VR segment started with Google Glass, but the product was eventually discontinued. Google has allegedly spent years testing new glasses prototypes, and low-power eye-tracking could help bring those designs to market. Coupled with Android XR and help from AI, the next product from Google is in a better spot to get traction from consumers and businesses than Google Glass ever could.

Google Is Poised to Acquire Eye-Tracking Startup for Future Glasses

AdHawk has created eye-tracking chips, hardware and software Alphabet's Google is in final talks to acquire AdHawk Microsystems, a maker of eye-tracking technology, part of a renewed push into headsets and smart glasses. The technology giant intends to buy the Canadian startup for $115 million (roughly Rs. 1003 crore), according to people with knowledge of the matter. That includes $15 million (roughly Rs. 130 crore) in future payments that will hinge on AdHawk reaching performance targets, said the people, who asked not to be identified because the deal hasn't been announced. The agreement is on track to be completed this week, but it's still possible that the talks could fall apart at this late stage because the deal hasn't been signed. A Google spokesperson declined to comment, while AdHawk didn't respond to a request for comment. Founded in 2017, AdHawk has created chips, hardware and software to enable advanced eye tracking. The Waterloo, Ontario-based company has developed glasses called MindLink and offers the technology to manufacturers, allowing devices to determine where a user is looking. AdHawk's main selling point is its low-power components, which can analyse a user's corneas and pupils quicker than rival sensors. AdHawk has been on the market for a number of years. In 2022, Meta considered buying it, Bloomberg News reported at the time. The startup is backed by the venture arms of Samsung Electronics Co., Intel Corp., HP Inc. and Sony Group Corp. Ray-Ban owner EssilorLuxottica SA, Meta's partner in smart glasses, is another investor. Eye-tracking technology has become a vital piece of augmented and virtual reality headsets. The feature is central to Apple Inc.'s Vision Pro interface, and it will be a prominent part of Samsung's upcoming Moohan headset -- a device developed with Google. Meta Platforms Inc.'s discontinued Meta Quest Pro also relied on it. Google was a pioneer of smart glasses technology, releasing a device called Glass more than a decade ago. But the product wasn't never a big seller and was discontinued two years ago. Since then, the company has discussed a return to the smart glasses market, citing the promise of artificial intelligence. In addition to its work with Samsung, Google has spent years testing new glasses prototypes. Eye tracking, especially with lower-power components, could help bring those designs to market. In December, Google introduced an operating system called Android XR that will work on the Samsung headset and other potential devices. The software includes frameworks for developers to use to embed eye-tracking support in their applications. AdHawk's staff is poised to join the Android XR team within Google's Platforms organization after the deal closes, the people said. Earlier this year, Google bought a portion of HTC's XR division for $250 million (2,181 crore), giving the company more engineers and intellectual property related to headsets and glasses. © 2025 Bloomberg LP

Google is poised to acquire eye-tracking startup for future glasses

Alphabet Inc.'s Google is in final talks to acquire AdHawk Microsystems Inc., a maker of eye-tracking technology, part of a renewed push into headsets and smart glasses. The technology giant intends to buy the Canadian startup for US$115 million, according to people with knowledge of the matter. That includes $15 million in future payments that will hinge on AdHawk reaching performance targets, said the people, who asked not to be identified because the deal hasn't been announced. The agreement is on track to be completed this week, but it's still possible that the talks could fall apart at this late stage because the deal hasn't been signed. A Google spokesperson declined to comment, while AdHawk didn't respond to a request for comment. Founded in 2017, AdHawk has created chips, hardware and software to enable advanced eye tracking. The Waterloo, Ontario-based company has developed glasses called MindLink and offers the technology to manufacturers, allowing devices to determine where a user is looking. AdHawk's main selling point is its low-power components, which can analyze a user's corneas and pupils quicker than rival sensors. AdHawk has been on the market for a number of years. In 2022, Meta considered buying it, Bloomberg News reported at the time. The startup is backed by the venture arms of Samsung Electronics Co., Intel Corp., HP Inc. and Sony Group Corp. Ray-Ban owner EssilorLuxottica SA, Meta's partner in smart glasses, is another investor. Eye-tracking technology has become a vital piece of augmented and virtual reality headsets. The feature is central to Apple Inc.'s Vision Pro interface, and it will be a prominent part of Samsung's upcoming Moohan headset -- a device developed with Google. Meta Platforms Inc.'s discontinued Meta Quest Pro also relied on it. Google was a pioneer of smart glasses technology, releasing a device called Glass more than a decade ago. But the product wasn't never a big seller and was discontinued two years ago. Since then, the company has discussed a return to the smart glasses market, citing the promise of artificial intelligence. In addition to its work with Samsung, Google has spent years testing new glasses prototypes. Eye tracking, especially with lower-power components, could help bring those designs to market. In December, Google introduced an operating system called Android XR that will work on the Samsung headset and other potential devices. The software includes frameworks for developers to use to embed eye-tracking support in their applications. AdHawk's staff is poised to join the Android XR team within Google's Platforms organization after the deal closes, the people said. Earlier this year, Google bought a portion of HTC's XR division for $250 million, giving the company more engineers and intellectual property related to headsets and glasses.

Google acquires AdHawk: Is Project Astra smart glasses closer than we think?

Google is reportedly in advanced negotiations to acquire Canadian startup AdHawk Microsystems for $115 million, as part of its renewed efforts to enter the smart glasses market, according to Bloomberg. The deal, which includes $15 million contingent on performance targets, is expected to be finalized soon. AdHawk Microsystems specializes in eye-tracking technology and has developed hardware and software that allows devices to determine where a user is looking. The company was founded in 2017 and has produced advanced eye-tracking glasses called MindLink. The technology is noted for its low-power components that analyze corneas and pupils faster than competitor sensors. Investors in AdHawk include major tech companies such as HP, Samsung, and Intel, along with Essilor Luxottica, the parent company of Ray-Ban, which jointly produces AI camera glasses with Meta. In 2022, Meta had also shown interest in acquiring AdHawk. Eye-tracking technology is fundamental to augmented reality (AR) and virtual reality (VR) headsets. Companies like Apple and Meta have integrated this technology into their devices, such as Apple's Vision Pro headset and Meta's discontinued Meta Quest Pro. Google has previously hinted at its commitment to smart glasses, having acquired North Focals in 2020 and collaborating with Magic Leap to implement its Gemini AI, Project Astra, and Android XR on AR smart glasses. During the I/O 2024 annual developers conference, Google showcased its vision for the future of AI assistants through Project Astra, which is expected to play a significant role in upcoming smart glasses. Google has also launched Android XR, which aims to create an ecosystem for XR devices within its Android framework. The smart glasses market has seen a variety of competitors, including Solos, RayNeo, and TCL, as well as newer players like Halliday and Even Realities, all offering impressive wearable technology. Google's planned acquisition of AdHawk and its continued investments in XR-related technology indicate that the company is looking to strengthen its position in the smart glasses market after its earlier attempts, notably with Google Glass, did not succeed. After the acquisition, AdHawk's team is expected to integrate with the Android XR team within Google's Platforms organization, which follows Google's earlier purchase of a part of HTC's XR division for $250 million, further enhancing its intellectual property and engineering capabilities in the field of headset and smart glass development.

Google just acquired this eye tracking company -- hinting at the return of Google glasses

While there's been plenty of other attempts, Google is the true pioneer in the space of smart glasses, though the much maligned Google Glass quickly came and went, even if you ignore the "enterprise" version that survived until 2023. However, over the last year, Google has seemingly set itself up to return to smart glasses. Recently, Bloomberg reported that Google is in talks to purchase AdHawk Microsystems, which makes eye-tracking technology. The Canadian startup has existed since 2017, making chips, hardware and software that enable eye tracking for devices like smart glasses and headsets. A number of high profile companies with interest in eye wear that have invested in the startup include Samsung, Intel, HP, Sony and Ray-Ban who currently partner with Meta on the Meta Ray-Ban smart glasses. While the last business-focused version of Google Glass was discontinued in 2023, it's clear Google wasn't done thinking about smart glasses. That same year in February, Google announced a partnership with Samsung and Qualcomm to create an XR platform and new glasses. That partnership was teased multiple times throughout 2023 and well into 2024 before being revealed as Project Moohan in December. Samsung is making the Moohan headset with Qualcomm chips and running on the new Android XR operating system. Though there are rumors that Samsung is also working on a pair of smart glasses with similar tech. Before officially unveiling Android XR, Google did tease it's potential platform during Google I/O in May 2024 while showcasing its Project Astra smart glasses. As with many things Google and tech, the glasses teased during I/O were focused on AI integration with Google's Gemini AI assistant. For now, Google appears content to partner with other companies probably as a live test ground for Android XR. While Google did tease the Project Astra glasses, the company has not officially announced a set of glasses coming any time soon. Assuming this AdHawk deal goes through, it's another step toward Google actually returning to the smart glasses market with its own pair. For now, though, we'll get an idea of Google's plans thanks to Android XR on other devices and Gemini Live.