Starkey MEA Unveils Edge AI for Better Hearing Month

TECHx

31-05-2025

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Starkey MEA has announced its most advanced hearing solution to date is Edge AI. The launch is part of its ongoing campaign to promote hearing health awareness across the Middle East during Better Hearing Month.
Edge AI is designed to replicate how the human brain processes sound. It performs up to 80 million personalized hearing adjustments per hour. This helps users stay connected, confident, and comfortable in any setting.
At the core of the device is Starkey's G2 Neuro Processor. It features six times more transistors, ten times more memory, and four times faster processing than its predecessor. As a result, Edge AI can automatically adapt to complex sound environments. Whether it's a majlis in the UAE, a busy street in Jeddah, or a mall in Kuwait City, the device ensures real-time auditory clarity.
Giscard Bechara, Regional Director, MEA, Starkey Laboratories Inc., stated that Edge AI is more than a hearing aid. He called it 'a technological breakthrough designed for real life.' He also emphasized the importance of early diagnosis and preventive check-ups for better hearing.
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The device also integrates Neuro Sound Technology 2.0. This provides 30% more accurate speech detection in noisy environments.
Dr. Mohamed Ali Eltom, Chairman of the International Diabetes Federation (MENA region), shared his experience. He reported that Edge AI restored his ability to engage in both professional and social settings. He described the device as a 'lifeline' for people who rely on communication.
Additionally, Edge AI supports a holistic approach to hearing care. It includes sensor-driven balance assessments, fall detection alerts, and smartwatch integration via the My Starkey app. Users can manage hearing settings and track wellness on the go.
Starkey MEA revealed that hearing loss is increasing across the region. Factors include exposure to prolonged noise and an ageing population. The company is working with audiologists and clinics to raise awareness, encourage early screening, and offer access to its latest technology during Better Hearing Month.
Bechara added that better hearing leads to better living. He called Edge AI the company's most powerful solution and urged the public to take the first step toward hearing health.