When it comes to what shoppers want, Fujitsu thinks the eyes have it

The eyes may be the mirror to the soul, but Fujitsu thinks it’s also a pretty good indicator of what you want to buy. The company is experimenting with a gaze-tracking sensor aimed at discovering which products may have caught the eyes of shoppers.

The company showed off the technology in a demo at Fujitsu Laboratories outside Tokyo that involved a lot of staring at wallets. The merchandise was just above two small sensors that track the gaze of whoever looks at the wallets.

Those sensors contain an LED that emits infrared light, with the beams reflecting off viewers’ corneas. Fujitsu’s system can then monitor pupil movements and gaze direction, with algorithms turning that data into a real-time display.

fujitsu eye scanner

Fujitsu’s eye-tracking software can show where shoppers were looking at this wallet display.

This isn’t Fujitsu’s first foray into eyeball tracking technology. The company previously developed gaze-tracking sensors embedded in PCs, but these new sensors are smaller and have better image-processing algorithms.

Fujitsu says the latest sensor could also be used as a gaming interface, or as a driving assistant to prevent drowsiness at the wheel. But the company hasn’t given a specific date on when you can expect its sensors to be gazing into your eyes.

Tim Hornyak of IDG News Service in Tokyo contributed to this report.

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