ARTIFICIAL INTELLIGENCE (AI) use in hearing-care technology could continue to grow as it could help devices better adapt to changing listening conditions, according to April Chong, managing director for Southeast Asia at WS Audiology (WSA).
“The biggest opportunity is helping hearing technology understand people and situations more naturally,” she told BusinessWorld in an e-mailed response to questions.
She said AI is being used in hearing care for more than reducing background noise, with devices now increasingly able to respond to changes in the listening environment.
AI can also help hearing devices process everyday situations involving multiple speakers, rapid exchanges, and changing background sounds for real-time adjustment, Ms. Chong said.
As AI becomes more integrated into hearing devices, she said its value should be measured by its impact on the wearer rather than simply by whether the technology is being used.
“For us, the key question is not whether a product uses AI, but how that AI improves the wearer’s experience,” Ms. Chong said.
She said WSA’s focus remains on addressing the challenges faced by people with hearing loss, even as AI applications expand across healthcare.
Ms. Chong said AI is expected to reshape healthcare devices over the next five to 10 years, with technology becoming more personalized and responsive to individual needs.
“In hearing care, that means devices that can better understand environments, respond automatically to changing situations, and support a more seamless user experience,” she said.
“While it’s difficult to predict exactly what the future will look like, the overall direction is toward smarter technology that supports people more naturally in their daily lives.”
In August, WSA introduced Signia MaX, a hearing aid platform that uses four task-specific deep neural networks to process speech, noise, environmental conditions, and the wearer’s own voice.
WSA is targeting the launch of Signia MaX in the Philippines by the end of 2026, subject to regulatory approval. Ms. Chong said the timing could also be affected by the holiday season. — Alexandria Grace C. Magno
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