The Rise of Brain Computer Interfaces and the Future of Marketing.pdf

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The Rise of Brain Computer Interfaces and the Future of MarketingImagine you are sitting on your couch at home with your smart glasses on and you think to yourself “Does Nike have anyoffers running on their Air collection?” and immediately your smart glasses light up and a pop-up message on the screen informs youthat there is a 30% discount on the Nike Air collection. You scroll through the images of shoes in augmented reality and decide on apair that you like and try them on virtually. While trying on the shoes you realize that you’re hungry but don’t want a heavy meal. Thenext thing you know, you are served with ads from Burger King, Starbucks and A&W about snacking items available on their menu rightin front of you. Just what you needed! You then proceed to order a Beyond Meat burger from A&W and pay for it all while just thinkingabout it and continue shopping for shoes. This is a small glimpse into the possible capabilities of an emerging technology calledBrain-Computer Interface.What are Brain-Computer Interfaces (BCI)?Brain-Computer Interfaces also known as Brain-Machine Interfaces or Direct Neural Interfaces are computer-based systems that acquirebrain signals, analyze them and relay them to external devices like IT systems or wearables to translate them into appropriate actions.There are three types of BCIs: invasive, non-invasive and semi-invasive. Currently, this technology is being implemented to assistpeople with motor or sensory impairments. Although invasive BCIs in the form of brain implants are most commonly used to treatpatients, researchers are working on creating less invasive or non-invasive BCIs. Bin He, Professor and Head of the Department ofBiomedical Engineering at Carnegie Mellon University states “There have been major advances in mind controlled robotic devices usingbrain implants. It’s excellent science. But non-invasive is the ultimate goal. Advances in neural decoding and the practical utility ofnon-invasive robotic arm control will have major implications on the eventual development of non-invasive neurorobotics.”Current developments in BCIAlthough this technology has been around for quite some time in the medical field to treat people with disabilities and spinal cordinjuries, other industries such as marketing, gaming, education and smart transportation are now slowly recognizing the benefits of

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