Samsung developing new wearable that can read your brain

Samsung engineers have developed a prototype device that can read your brain waves simply by wrapping around your ear. The Ear-EEG, created in partnership with Hanyang University in Korea, represents the tech giant's latest attempt to catch up with Apple's biometric-tracking earbuds.

The wearable uses brain-computer interface technology to monitor neural activity outside laboratory settings. Samsung envisions two primary applications: detecting when someone is getting drowsy and measuring entertainment engagement.

The drowsiness detection feature could track declining focus over time, potentially improving educational methods by studying learning behaviors. More intriguingly, Samsung claims the device can determine whether someone enjoys video content with nearly 93% accuracy when paired with artificial intelligence.

This brain-reading capability could revolutionize marketing research, offering unprecedented insights into consumer preferences without relying on surveys or focus groups.

The research has been published in the peer-reviewed IEEE Sensors Journal, lending credibility to Samsung's claims. However, the company hasn't announced when or if the Ear-EEG might reach consumers.

The technology would compete with existing brain-monitoring devices like the Muse headband, but Samsung's ear-mounted approach offers potentially greater convenience for everyday use.