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 behaviour.

We saw the future of eye tracking. 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 was founded to bridge the gap between man and machine for a better, sustainable tomorrow. We do it by developing groundbreaking eye tracking technology that understands, assists and predicts human intentions and actions. Through combining deep, technical knowledge with curious creativity. And the persistence needed to push forward despite realizing that perfect, seamless integration is an unattainable concept.

Our special relationship with the automotive industry began with SAAB Automobile, our very first customer. From the start, our solutions have been developed for a world with high demands and exact specifications regarding quality, safety, reliability, persistence and deliverability. We know that to succeed in a controlled lab environment is one thing. Everyday life, with varying lighting, in-car design requirements, road vibrations or drivers suddenly deciding to wear sunglasses, is another. An insight that has led us to develop robust eye tracking systems for real-world, real-time conditions. Combined with the fact that our platform independent solutions areopen, flexible and fully compatible with our customersother system components, it’s easy to see why Smart Eye is the preferred partner to the automotive industry around the world.

Today, our proven capability to meet exacting safety and quality demands has also earned trust in fields such as aerospace, aviation and clinical research. The circumstances may vary, but one thing remains the same. Our commitment to delivering precise solutions at the pace required by our customers.

This is us

One vision.
Two business areas.

Our eye tracking systems are developed within Research Instruments, and are made to offer unparallelled performance in complex, real-world situations, paving the way for new insights in aerospace, aviation, psychology, neuroscience, education, medical and clinical research. Our offer ranges from small, mobile solutions that can be integrated with a wide range of biometrical sensors from other manufacturers, to full scale eye tracking systems that can be tuned to each customer’s specifications.

Within Automotive Solutions, we offer algorithms and software for integration in the interior environment of any massproduced vehicle. Today, our technology is primarily used to enhance safety through driver monitoring systems, a vital prerequisite on the way towards fully autonomous cars. Tomorrow, eye tracking technology will also set a new standard when it comes to convenience features. Through cabin sensing, we will be able to check passenger position, automatically adjust seat and infotainment systems for any individual, control windshield wipers through following the driver’s gaze and introduce multimodal functionality such as deeper AI and mood recognition.

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.

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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.

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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.

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.

Andy ZeilmanChief Strategy Officer

As Chief Strategy Officer, Andy leads Smart Eye’s growth strategy and adoption of its core technologies through strategic partnerships.

Andy was Affectiva’s Chief Strategy Officer and led it’s automotive business. Prior, Andy was at Nuance Communications where he led the Enterprise Division’s Global OEM Team. He also served as a Special Agent in the FBI.

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.