Cognixion’s assisted reality headset
Cognixion’s assisted reality architecture aims to overcome speech barriers by integrating a brain-computer interface with machine learning algorithms, assistive technology, and augmented reality (AR) applications in a wearable format.
Cognixion

Cognixion gives voice to a user’s thoughts

Alexa Fund company’s assisted reality tech could unlock speech for hundreds of millions of people who struggle to communicate.

(Editor’s note: This article is the latest installment in a series by Amazon Science delving into the science behind products and services of companies in which Amazon has invested. The Alexa Fund participated in Cognixion’s $12M seed round in November 2021.)

In 2012, Andreas Forsland, founder and CEO of Alexa Fund company Cognixion, became the primary caregiver and communicator for his mother. She was hospitalized with complications from pneumonia and unable to speak for herself.

“That experience opened my eyes to how precious speech really is,” Forsland says. According to a Cognixion analysis of over 1,200 relevant research papers, more than half a billion people worldwide struggle to speak clearly or at conversational speeds, which can hamper their interactions with others and full participation in society.

Forsland wondered whether a technology solution would be feasible and started Cognixion in 2014 to explore that possibility. “We had the gumption to think, ‘Wouldn’t it be neat to have a thought-to-speech interface that just reads your mind?’ We were naïve and curious at the same time.”

Brain–computer interfaces (BCIs) have been around since the 1970s, with demonstrated applications in enabling communication. But their use in the real world has so far been limited, owing to the amount of training required, the difficulty of operating them, performance issues related to recording technology, sensors, and signal processing, and the interaction between the brain and the BCI.

Cognixion’s assisted reality architecture aims to overcome these barriers by integrating a BCI with machine learning algorithms, assistive technology, and augmented reality (AR) applications in a wearable format.

Introducing Cognixion: The world's first "assisted reality" device

The current embodiment of the company’s technology is a non-invasive device called Cognixion ONE. Brainwave patterns associated with visual fixation on interactive objects presented through the headset are detected and decoded. The signals enable hands-free, voice-free control of AR/XR applications to generate speech or send instructions to smart-home components or AI assistants.

“For some people, we make things easy, and for other people, we make things possible. That’s the way we look at it: technology in service of enhancing a human’s ability to do things,” says Forsland.

In an interview with Amazon Science, Forsland described the ins and outs of Cognixion ONE, the next steps in its development, and the longer-term future of assisted reality tech.

  1. Q. 

    Given the wide range of abilities or disabilities that someone might have, how did you go about designing technology that anyone can use?

    A. 

    It all starts with the problem. One of the key constraints in this problem domain is that you can’t make any assumptions about someone’s ability to use their hands or arms or mouth in a meaningful way. So how can you actually drive an interaction with a computer using the limited degrees of freedom that the user has?

    In the extreme case, the user actually has no physical degrees of freedom. The only remaining degree of freedom is attention. So can you use attention as a mechanism to drive interaction with a computer, fully bypassing the rest of the body?

    It turns out that you can, thanks to neuroscience work in this area. You can project certain types of visual stimuli onto a user’s retina and look for their attentional reaction to those stimuli.

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    If I give you two images with different movement characteristics, I can tell by the pattern of your brain waves that you’re seeing those two things, and the fact that you're paying attention to one of them actually changes that pattern.

    It takes a tiny bit of flow-state thinking. It’s kind of like when you look at an optical illusion, and you can see the two states. If you can do that, then you can decide between two choices, and as soon as you can do that, I can build an entire interface on top of that. I can ask, ‘Do you want A or do you want B?,’ like playing ‘20 Questions.’ It’s sort of the most basic way to differentiate a user’s intent.

    Basically, we considered the hardest possible situation first: a person with no physical capabilities whatsoever. Let’s solve that problem. Then we can start layering stuff on, like gaze tracking, gestures, or keyboards, to further enhance the interaction and make it even more efficient for people with the relevant physical capabilities. But it may turn out that an adaptive keyboard is actually overkill for a lot of interactions. Maybe you can get by with much less.

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    Now, if you marry that input with the massive advancements in the last five or ten years in machine learning, you can become much more aggressive about what you think the person is trying to do, or what is appropriate in that situation. You can use that information to minimize the number of interactions required. Ideally, you get to a place where you have a very efficient interface, because the user only has to decide between the things that are most relevant.

    And you can make it much more elaborate by integrating knowledge about the user’s environment, previous utterances, time of day, etc. That’s really the magic of this architecture: It leverages minimum inputs with really aggressive prediction capability to help people communicate smoothly and efficiently.

  2. Q. 

    What types of communication does this technology enable?

    A. 

    First and foremost is speech. And an easy way to understand the impact of this technology is to look at conversational rate. Right now, this conversation is probably on the order of 60 to 150 words per minute, depending on how much coffee we had and so on.

    For a lot of users of our technology, it’s like a pipe dream to even get to 20 or 30. It can take a long time to produce even very basic utterances, along the lines of ‘I am tired.’

    Now imagine breaking through to say, ‘Let’s talk about our day,’ and carrying on a conversation that provides meaning, interest, and value. That is the breakthrough capability that we’re really trying to enable.

    We have this amazing group — our Brainiac Council — of people with speech disabilities, scientists, technologists. We have more than 200 Brainiacs now, and we want to grow the council to 300.

    Cognixion ONE demo

    One of our Brainiacs uses the headset to help him communicate words that are difficult for him to pronounce, like ‘chocolate.’ He owns and operates a business where he performs for other people. During a performance, he can plug the headset directly into his sound system instead of having to talk into a microphone.

    Think of how many other people have something to say but might be overlooked. We want to help them get their point across.

    One possibility we’re exploring for future enhancement of speech generation is providing each user with their own voice, through technologies like voice banking and text-to-speech software like Amazon Web Services Polly. Personalization to such a degree could make the experience much richer and more meaningful for users.

    But speech generation is only one function of a broad ‘neuroprosthetic.’ People also interact with places, things, and media — and these interactions don’t necessarily require speech. We’re building an Alexa integration to enable home automation control and other enriched experiences. Through the headset, users can interact with their environment, control smart devices, or access news, music, whatever is available.

    In time, a device could allow users to control mobility devices for assisted navigation, robots for household tasks, settings for ambient lighting and temperature. It’s enabling a future where more people can live their daily lives more actively and independently.

  3. Q. 

    What are the next steps toward creating that future?

    A. 

    There are some key technical problems to solve. BCIs historically have been viewed somewhat skeptically, particularly the use of electroencephalography. So our challenge is to come up with a paradigm for stimulus response that enables sufficient expressive capability within the user interface. In other words, can I show you enough different kinds of stimuli to give you meaningful choices so you can efficiently use the system without becoming unnecessarily tired?

    Then it’s like whack-a-mole, or the digital equivalent. When we see a specific frequency come through, and a certain power threshold on it, we act on it. How many different unique frequencies can we disambiguate from one another at any given time?

    A simulated view of the interface in a Cognixion device
    “For some people, we make things easy, and for other people, we make things possible. That’s the way we look at it: technology in service of enhancing a human’s ability to do things,” says Andreas Forsland, founder and CEO of Cognixion.
    Cognixion

    Another challenge is that a commercial device should require a nearly zero learning curve. Once you pop it on, you need to be able use it within minutes and not hours.

    So we might couple the stimulus-response technology with a display, or speakers, or haptics that can give biofeedback to help train your brain: ‘I’m doing this right’ or ‘I’m doing it wrong.’ This would give people the positives and negatives as they interact with it. If you can close those iterations quickly, people learn to use it faster.

    Our goal is to really harden and fortify the reliability and accuracy of what we’re doing, algorithmically. We then have a very robust IP portfolio that could go into mainstream applications, likely in the form of much deeper partnerships.

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    In terms of applications, we are pursuing a medical channel and a research channel. Making a medical device is much more challenging than making a consumer device, for a variety of technical reasons: validation, documentation, regulatory considerations. So it takes some time. But the initial indications for use will be speech generation and environmental control.

    Eventually, we could look to expand our indications within the control ‘bubble’ to cover additional interactions with people, places, things, and content. Plus, the system could find applications within three other healthcare bubbles. One is diagnostics in areas like ophthalmology and neurology, thanks to the sensors and closed-loop nature of the device. A second is therapeutics for conditions involving attention, focus, and memory. And the third is remote monitoring in telehealth-type situations, because of the network capabilities.

    The research side uses the same medical-grade hardware, but loaded with different software to enable biometric analysis and development of experimental AR applications. We’re preparing for production and delivery of initial demand early next year, and we’re actively seeking research partners who would get early access to the device.

    In addition to collaborators in neuroscience, neuroengineering, bionics, human-computer interaction, and clinical and translational research, we’re also soliciting input from user experience research to arrive at a final set of specific technical requirements and use-case requirements.

    We think there’s tremendous opportunity here. And we’re constantly being asked, ‘When can this become mainstream?’ We have some thoughts and ideas about that, of course, but we also want to hear from the research community about the use cases they can dream up.

Research areas

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Are you interested in shaping the future of Advertising and B2B Sales? We are a growing team with an exciting AI-first charter and need your passion, innovative thinking, and creativity to help take our products to new heights. Amazon Advertising is one of Amazon's fastest growing and most profitable businesses, responsible for defining and delivering a collection of advertising products that drive discovery and sales. Our products are strategically important to our businesses driving long term growth. We break fresh ground in product and technical innovations every day! Within the Advertising Sales organization, we are building a central AI/ML team and are seeking top Applied Science talent to help us build new, science-backed services that drive success for our customers. Our goal is to transform the way account teams operate by creating AI agents that help optimize their end-to-end workflows, and developing actionable insights and recommendations they can share with their advertising accounts As an Applied Scientist on the team with a specific focus on creating autonomous AI agents that can operate accurately at large scale, you will bring deep expertise in Natural Language Processing (inc. tokenization, syntactic parsing, named entity recognition (NER), sentiment analysis, text classification), Large Language Models (inc. foundation model fundamentals, post-training, reward modeling, RAG, transformer architecture), Deep Learning and/or Reinforcement Learning . You have the scientific and technical skills to build and refine models that can be implemented in production and you continuously measure the performance of your system to drive continuous improvements. You will contribute to chart new courses with our ad sales support technologies, and you have the communication skills necessary to explain complex technical approaches to a variety of stakeholders and customers. You will be part of a team of fellow scientists and engineers taking on iterative approaches to tackle big, long-term problems. You are fluently able to leverage the latest Generative AI systems and services to accelerate and improve your work while maintaining high quality in your work outputs. Key job responsibilities Scientific Modeling - Conceptualize and lead state-of-the-art research on new NLP, LLM and (Generative) Artificial Intelligence solutions (inc. post-training, fine-tuning, reward modeling) to optimize all aspects of the Ad Sales business - Lead the technical approach for the design and implementation of successful models and algorithms in support of expert cross-functional teams delivering on demanding projects - Run regular A/B experiments, gather data, and perform statistical analysis - Improve the scalability, efficiency and automation of large-scale data analytics, model training, deployment and serving - Publish scientific findings in reports and papers that can be shared internally and externally Product Development Support - Partner with software engineering and product management teams to support product and service development, define success metrics and measurement approaches, and help drive adoption of innovative new features for our services. - Lead requirements gathering sessions with product teams and business stakeholders - Maintain scientific documentation and knowledge for product initiatives Collaboration & Communication - Work closely with software engineers to deliver end-to-end solutions into production - Translate complex scientific findings into actionable business recommendations for stakeholders and senior management - Provide clear, compelling reports and presentations on a regular basis with respect to your models and services - Communicate with internal teams to showcase results and identify best practices. About the team Sales AI is a central science and engineering organization within Amazon Advertising Sales that powers selling motions and account team workflows via state-of-the-art of AI/ML services. Sales AI is investing in a range of sales intelligence models, including the development of advertiser insights, recommendations and Generative AI-powered applications throughout account team workflows.
US, WA, Bellevue
Alexa+ is Amazon’s next-generation, AI-powered virtual assistant. Building on the original Alexa, it uses generative AI to deliver a more conversational, personalized, and effective experience. As an Applied Scientist II on the Alexa Sensitive Content Intelligence (ASCI) team, you'll be part of an elite group developing industry-leading technologies in attribute extraction and sensitive content detection that work seamlessly across all languages and countries. In this role, you'll join a team of exceptional scientists pushing the boundaries of Natural Language Processing. Working in our dynamic, fast-paced environment, you'll develop novel algorithms and modeling techniques that advance the state of the art in NLP. Your innovations will directly shape how millions of customers interact with Amazon Echo, Echo Dot, Echo Show, and Fire TV devices every day. What makes this role exciting is the unique blend of scientific innovation and real-world impact. You'll be at the intersection of theoretical research and practical application, working alongside talented engineers and product managers to transform breakthrough ideas into customer-facing experiences. Your work will be crucial in ensuring Alexa remains at the forefront of AI technology while maintaining the highest standards of trust and safety. We're looking for a passionate innovator who combines strong technical expertise with creative problem-solving skills. Your deep understanding of NLP models (including LSTM and transformer-based architectures) will be essential in tackling complex challenges and identifying novel solutions. You'll leverage your exceptional technical knowledge, strong Computer Science fundamentals, and experience with large-scale distributed systems to create reliable, scalable, and high-performance products that delight our customers. Key job responsibilities In this dynamic role, you'll design and implement GenAI solutions that define the future of AI interaction. You'll pioneer novel algorithms, conduct ground breaking experiments, and optimize user experiences through innovative approaches to sensitive content detection and mitigation. Working alongside exceptional engineers and scientists, you'll transform theoretical breakthroughs into practical, scalable solutions that strengthen user trust in Alexa globally. You'll also have the opportunity to mentor rising talent, contributing to Amazon's culture of scientific excellence while helping build high-performing teams that deliver swift, impactful results. A day in the life Imagine starting your day collaborating with brilliant minds on advancing state-of-the-art NLP algorithms, then moving on to analyze experiment results that could reshape how Alexa understands and responds to users. You'll partner with cross-functional teams - from engineers to product managers - to ensure data quality, refine policies, and enhance model performance. Your expertise will guide technical discussions, shape roadmaps, and influence key platform features that require cross-team leadership. About the team The Alexa Sensitive Content Intelligence (ASCI) team owns the Responsible AI and customer feedback charters in Alexa+ and Classic Alexa across all device endpoints, modalities and languages. The mission of our team is to (1) minimize negative surprises to customers caused by sensitive content, (2) detect and prevent potential brand-damaging interactions, (3) build customer trust through generating appropriate interactions on sensitive topics, and (4) analyze customer feedback to gain insight and drive continuous improvement loops. The term “sensitive content” includes within its scope a wide range of categories of content such as offensive content (e.g., hate speech, racist speech), profanity, content that is suitable only for certain age groups, politically polarizing content, and religiously polarizing content. The term “content” refers to any material that is exposed to customers by Alexa (including both 1P and 3P experiences) and includes text, speech, audio, and video.
US, CA, Palo Alto
The Sponsored Products and Brands team at Amazon Ads is re-imagining the advertising landscape through generative AI technologies, revolutionizing how millions of customers discover products and engage with brands across Amazon.com and beyond. We are at the forefront of re-inventing advertising experiences, bridging human creativity with artificial intelligence to transform every aspect of the advertising lifecycle from ad creation and optimization to performance analysis and customer insights. We are a passionate group of innovators dedicated to developing responsible and intelligent AI technologies that balance the needs of advertisers, enhance the shopping experience, and strengthen the marketplace. If you're energized by solving complex challenges and pushing the boundaries of what's possible with AI, join us in shaping the future of advertising. About the team The SPB-Agent is the central agent that interfaces with advertisers in Ads Console, Selling Partner portals (Seller Central, KDP, Vendor Central), and internal Sales systems across all agentic experiences (conversational and others). SPB Agent team's vision is to build a highly personalized and context-aware agentic advertiser guidance system that seamlessly integrates Large Language Models (LLMs) with sophisticated tooling, operating across all experiences. We identify high-impact opportunities spanning from strategic product guidance to granular optimization and deliver them through personalized, scalable experiences grounded in state-of-the-art agent architectures, reasoning frameworks, sophisticated tool integration, and model customization approaches including fine-tuning, MCP, and preference optimization. This presents an exceptional opportunity to shape the future of e-commerce advertising through advanced AI technology at unprecedented scale, creating solutions that directly impact millions of advertisers.