Pizza Hut may know what you want to eat before you even order thanks to a new menu equipped with Tobii’s eye-tracking technology. The company’s new “Subconscious Menu” works by tracking eye movements through the retina, creating your order based on the items that you look at most. So far, the technology has shown to be about 98% accurate and could be what the company needs to beat Domino's in the tech game. Domino's recently implemented the real time tracker, a feature on the company’s website that allows customers to follow their pizza’s progression from order to oven.
The innovative Tobii tech isn't just good for ordering pizza, though. Researchers are also using the technology to gain insight into human behavior. In the consumer world, market research companies use things like eye-tracking to create optimal online experiences and product designs. However, the technology is also being explored by universities and medical researchers to help them create new types of medical diagnostics and delve even deeper into issues regarding human psychology and neurology.