A researcher from the University of Maryland’s Robert H. Smith School of Business and his co-authors have created an advanced artificial intelligence-based eye-tracking technology capable of using people’s eye movements to predict the decisions they’ll make. Michel Wedel, Distinguished University Professor and PepsiCo Chair in Consumer Science, worked with Moshe Unger of Tel Aviv University and Alexander Tuzhilin of New York University to develop an AI algorithm, which they dubbed RETINA, that takes mere seconds to predict people’s choice behaviors. We developed a deep-learning algorithm using eye movement data that allows us to predict what people are going to choose before they have actually made that decision. The data recorded which products and features people looked at as they were making their decisions on what to click on. The RETINA algorithm can predict people’s decisions to a “surprisingly accurate degree for the types of decisions studied in our paper,” says Wedel.