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.
Google moves to acquire AdHawk Microsystems for $115 million
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.
Featured image credit: Google
