Russian Scientists Unveil Neural Eye-Tracking System to Measure Ad Effectiveness
Neurotechnology is becoming a powerful tool for understanding consumer behavior and improving digital products.
Researchers at Tomsk State University (TSU) have presented a new AI-powered neural eye-tracking system designed to analyze behavioral reactions and measure how people perceive advertising and digital interfaces. The innovation was showcased by scientists from the TSU Center for Cognitive Research and Neuroscience at the Finopolis 2025 forum.
The eye-tracker records how long a person looks at an object, tracks the path of their gaze, and identifies points of attention. By studying these patterns, the system helps determine what captures a viewer’s interest and how the brain reacts to specific visual stimuli.
Neurotechnology for Business
Such tools are increasingly used to evaluate marketing campaigns, improve app interfaces, and enhance the user experience.
At the event, the scientists demonstrated their technology in real time by testing Gazprombank’s mobile app. The team analyzed how users interacted with the app’s visual layout and provided data-driven recommendations to make it more engaging.
The TSU neurotracker shows how AI and cognitive science are converging to help businesses design more effective products — and better understand the human mind behind the click.
