Posts Tagged Artificial Intelligence

Understanding Eye Tracking Technology

Eye tracking defines the process of identifying where we look, in technical terms, it is referred as tracking the “point of gaze”. It also involves recording what do we ignore, when do we blink and how does our pupil react to different stimuli. The technology is being widely used in different sectors including healthcare, business marketing, website usability research, etc.

Concept Of Eye Tracking Technology

An “Eye Tracker” is used to collect the data related to movement of the eyes. It consists of two basic components; namely a light source and a camera. The light source is used to direct infrared light towards the eyes. This causes detectable reflections in the pupil and cornea of the eye. The reflection vector is tracked by the camera to record the eye movement.

Infrared light is used as it offers better accuracy as compared to visible light. Light falling in visible spectrum range tends to generate uncontrolled specular reflection. On the contrary, infrared light enters the pupil directly, while it bounces off the iris. This generates clear demarcation of the pupil adding to the accuracy of reflections. Also, the infrared light is not visible to the human eye and thus, it doesn’t generate any distraction to the user while his eye movement is being tracked.

Types Of Eye Trackers:

  • Screen-Based Eye Trackers: They are mounted either below or close to the screen. They allow the respondent to be seated comfortably in front of the monitor and record eye movement from a distance. Although the devices record eye movement within certain limits known as head box; they still allow freedom of movement to the respondent. The devices are used when observing results for a screen-based stimulus such as magazines, books, pictures, videos, websites, etc.
  • Head-Mounted Eye Trackers: These include mobile device trackers which are fitted near the eyes (commonly mounted in eyeglass frames). Thus, they allow greater degree of freedom of movement to the respondent. However, high degree of movement may result in shifting of the glasses while recording the eye movement. This type of eye tracker devices are used when observation has to be made for objects or tasks in real life or virtual environments such as usability studies, product testing, etc.

Business Applications Of Eye Tracking Technology:

  • Market Research: Eye tracking helps in measuring attention to brand or products. Thus, business owners use the technology to evaluate their products, designs or buying behavior to optimize overall customer experience.
  • Usability Research: The technology is being extensively used to measure user experience offered by a website. It helps the developers and business website owners in recognizing the areas that attract user attention or areas that need to be improved.
  • Packaging Research: Before a product is launched, thorough research is done to design a package that can get enough visual attention on store shelves. Eye tracking technology is usually used for designing the packages and understanding customers’ preferences.
  • Advertizing: Eye tracking is being used by business marketing professionals to measure the effectiveness of design concepts & placement of advertizement posts (print media and online).

For more information on latest trends in business technology, call Centex Technologies at (254) 213 – 4740.

 

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What Is Cognitive Computing?

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How AI Impacts Education Sector

Artificial intelligence (AI) has unlimited potential and its applications are far reaching. It has made a positive impact in the field of education too. AI has changed the traditional approach of learning by making education more accessible to students as well as automating various learning tasks.

Let us understand in detail the ways in which AI impacts education sector:

  • Automating Administrative Tasks: AI has helped education sector by expediting the administrative tasks. It is being used to perform tasks like evaluating & grading the homework, measuring student responses, etc. This not only helps in saving time and effort of teachers as well as evaluators but also paves the way for creating more systematic and organized records. Machines such as OMR (Optical Mark Recognition) reader are already being used to grade tests with multiple choice questions. However, soon there will be machines that will reduce human effort and would be able to check descriptive response work as well. This will streamline the administrative processes and reduce the workload.
  • Create Smart Content : With AI, it is possible to create digital content with the same competence as humans. Ever since AI has entered the classrooms, the traditional outlook has undergone a humungous change. From digitized textbooks, customizable learning, digital interfaces that condense the textbook content to audio/video content; AI has automated the whole process.
  • Outside The Classroom Support: Students might need help with the academics post school, however teachers may not be available at that time. This is when AI based programs come to their rescue. Since the tools are quite advanced, they help students understand the basic concepts easily. AI based test modules can choose level and test content based on previous test results of the user.
  • Virtual Lectures & A Learning Environment: Automation in the field of education has brought a major breakthrough. These days you can often find virtual human guides and facilitators who act like humans by using gesture recognition technology. Not only this, they respond to both verbal and nonverbal cues.
    The digital environment that we persist in, has enabled learning through computer animation and social interaction with the character of the story. With the collaboration of education & augmented reality, virtual facilitators will soon become a part of modern classrooms.
  • Enables Personalization: It is often a challenge for a teacher to keep pace with the learning speed of each student. However, AI enables a personalized teaching pattern by interacting and predicting the speed of each individual. Thus, the content presentation and speed is adjusted as per the student.

AI based classrooms are the future of education which will benefit students, teachers as well as administrators.

For more information, call Centex Technologies at (254) 213-4740.

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Future of AI

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How Machine Learning and Artificial Intelligence Is Shaping Cyber Security.


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