It all started
with a dream.

Our vision began as a dream that awoke our curiosity. When we researched its premise, how eyes could help technology understand human behavior.

We saw the future of Human Insight AI. In 1999, we set out to make it a reality.

One morning before the millennium, Mats Krantz called his son Martin to discuss a recent dream. In the dream, Mats’ wife was able to interact with a computer without experiencing the usual shoulder pain brought on by using a mouse and keyboard. Instead, she could control the computer with her eyes. ”Is this something we could make a reality”, Mats asked his son. Having recently graduated with a degree in Engineering Physics from Chalmers University of Technology, Martin was developing fiber optic pressure sensors at the time. After promising to take a look at it, he came to the conclusion that it would be very hard. And very possible. In the summer of 1999, Martin quit his job and founded Smart Eye together with his father.

Since then, we’ve come further than anyone towards making our vision a reality, together with an ever-expanding team of brilliant minds. A team that still includes Mats, a valued member of the board, and Martin, our first and present CEO.

The leading interface
between human and
artificial intelligence.

Smart Eye is the global leader in Human Insight AI, using machine learning and a multimodal approach to understand, support and predict human behavior in complex environments. We are bridging the gap between humans and machines for a safe and sustainable future. 

This is us

One vision.
Endless applications.

Today, our Automotive Solutions are embedded in next-generation vehicles, leading the way towards safer and human-centric mobility. We offer road-ready Driver Monitoring Systems and advanced Interior Sensing solutions, built on two decades of automotive experience and proven by 93 design wins from 14 of the world’s leading car manufacturers including BMW and Geely. We also provide complete hardware and software solutions for fleet and aftermarket, powering vehicles on the road today.  

Our Research Instruments are the world’s most advanced eye tracking systems for analyzing human behavior. Thanks to its unparalleled performance in complex situations, our technology offers deep insights into human behavior and human-machine interaction in Automotive, Aviation & Aerospace, Assistive Technology, Media & Marketing, Psychology and many more fields. Today, our technology is used by NASA, Airbus, Boeing, Daimler, AUDI, GM, Johns Hopkins University, Harvard University, RWTH Aachen, Tongji University, NBC Universal Media Lab and thousands of research organizations and universities around the world.  

Our subsidiary Affectiva is pioneering Emotion AI, connecting machine logic with human empathy to gain deeper insights into human behavior. Through our Media Analytics division, we offer a better understanding of how consumers engage with content and products, making it possible to optimize messaging and media spend. Our solutions are used by 28% of the Fortune Global 500 and 70% of the world’s largest advertisers.

Automotive Solutions

To interpret reality, you have to see further than what’s in front of you. Our automotive solutions are built on years of innovation, put to practical use in real-life driver environments. They help drivers stay alert, safe and comfortable no matter the conditions.

Learn more

Research instruments

Our research instruments offer unparalleled performance in complex, real-world situations, paving the way for new insights in aerospace, automotive, aviation, psychology, communication, neuroscience, medicine and clinical research.

Learn more

Leading the way towards safe sustainable transportation.

Every year, 1.2 million people lose their lives in traffic-related accidents around the world. Another 50 million people are injured. A state of affairs that we refuse to accept.

Our firm belief is that science and technology can help create sustainable progress for the benefit of all. When it comes to transportation, we know that passive safety systems such as seatbelts and airbags are not enough. Therefore, our main focus lies on developing active safety systems such as Driver Monitoring Systems (DMS) to increase traffic safety and reduce the number of injuries and fatalities.

A conclusion we share with a number of agents driving for change. New agendas and expected policies and laws from organizations such as Euro NCAP, the world’s leading car classification company, EU and UNCTAD will increase the demand for DMS and set a new standard in the near future.

However, our contribution to safety begins long before the car starts or the plane is in the air. Every day, our eye tracking systems give the aviation and automotive industry a deeper understanding of human behaviour in crisis situations through insights gained in training and research environments.










At Smart Eye we are committed to quality. Our quality policy is:

We continuously improve our capability to bridge the gap between humans and machines for a safe and sustainable future.

Selected clients & partnerships.


The National Aeronautics and Space Administration, an independent agency of the United States Federal Government, is a long-term customer. Today, NASA uses our systems in several flight deck simulators within human-machine research in avionics.


BMW and Smart Eye have a long working relationship when it comes to
eye tracking solutions for human factors research in the automotive field. As OEM, Smart Eye’s DMS technology is also embedded in the BMW X3, X4, X5 and the 8-series coupé.


Smart Eye contributes eye tracking data to Thales’s Human Performance Monitoring solution. Benefiting from the non-invasiveness of Smart Eye’s sensors, HuMans is a new methodology and pedagogical tool that estimates pilots’ mental workload in real time


”Safety has always been our primary concern. It’s only a natural step that we collaborate with the world leader in AI-powered eye tracking technology to ensure the safety and security of all occupants in our vehicles.” - An Conghui, President and CEO of Geely Auto Group.

Martin KrantzFounder & CEO

A graduate of Chalmers University of Technology with a Master of Science in Engineering Physics, Martin Krantz founded Smart Eye together with his father in 1999.

As CEO, Martin has helmed the company since the start and continue to do so to this day. Other assignments include chairman at Neoeye AB and member of the board for 1928 Diagnostics.

Rana el KalioubyDeputy CEO and Founder Affectiva

Rana co-founded Affectiva in 2009 and was its CEO. She created the category of Emotion AI and grew the company to be a leading AI innovator.

A passionate advocate for innovation, ethics in AI and diversity, Rana has been recognized on Fortune’s 40 Under 40 and Forbes America’s Top 50 Women in Tech. Rana is a World Economic Forum Young Global Leader.  She holds a PhD from the University of Cambridge and a Post Doctorate at MIT.

Anders LyrhedenChief Financial Officer

Chief Financial Officer Anders Lyrheden joined Smart Eye in 2017. Previous appointments include Interim CFO of Swedish Orient Line, CFO of Swegon and Financial Director for Stena Technoworld.

Anders has a Bachelor of Managerial Economics degree from Gothenburg School of Economics.

Gabi ZijderveldChief Marketing Officer

Gabi joined Smart Eye from Affectiva, where, as CMO, she created the category of Emotion AI and positioned the company as a leading AI innovator. Gabi has 25+ years of international product management, go to market and strategy experience.

She holds a Masters Degree in Art History and Archeology from Utrecht University in the Netherlands.

Henrik LindChief Research Officer

Chief Research Officer Henrik Lind joined Smart Eye in 2017, after previously being employed as a Technical Expert in Remote Sensing at Volvo Car Corporation.

Henrik is an alumnus of Chalmers University of Technology, where he graduated with a Master of Science in Electrical Engineering.

Martin RydbergChief Technical Officer

Chief Technical Officer Martin Rydberg has been with Smart Eye since 2000, joining shortly after our launch.

Martin has a Master of Science degree in Computer Engineering from Chalmers University of Technology.

Detlef WilkeVP Automotive Solutions

In September 2021, Detlef Wilke was appointed as VP of Automotive Solutions. He has over 25 years of experience within the automotive industry, with deep technical expertise in Driver Monitoring and Interior Sensing systems.

He holds a degree in Electrical Engineering Dipl. Ing. (FH) from Fachhochschule Wilhelmshaven.

Solmaz ShahmehrVP Research Instruments

Solmaz Shahmehr is currently Vice President for our business area Research Instruments, and has been with Smart Eye since 2009.

She holds two Master of Science degrees in Computer Engineering from Chalmers University of Technology and Tehran Azad University.

Graham PageGlobal Managing Director, Affectiva Media Analytics

Graham Page studied experimental psychology at Oxford, and pioneered the integration of biometric and behavioral measures to mainstream brand and advertising research for 26 years as Executive VP and Head of Global Research Solutions at Kantar.

Graham leads our Media Analytics business unit as Global Managing Director of Media Analytics at Smart Eye.