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TECHx
3 days ago
- Health
- TECHx
Starkey MEA Unveils Edge AI for Better Hearing Month
Home » Smart Sectors » Healthcare » Starkey MEA Unveils Edge AI for Better Hearing Month 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. Edge AI includes features that enhance connectivity, wellness, and convenience: Bluetooth LE Audio and Auracast™ broadcast for efficient streaming StarLink Edge TV Streamer, 60% smaller than before Select waterproof models offering up to 51 hours of battery life 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.
Zawya
27-05-2025
- Business
- Zawya
Starkey MEA amplifies awareness on hearing loss in MENA region as globally 2.5 billion are at risk
Dubai, UAE: In recognition of 'Better Hearing and Speech Month', Starkey MEA is urging families and healthcare providers across the Middle East and Africa to prioritize hearing health. To spotlight this often-overlooked issue, Starkey MEA is associating with Dr. Mohamed Ali Eltom, Chairman of International Diabetes Federation for MENA region and hearing loss patient —not only as a renowned physician, but as someone who has personally navigated the challenges of hearing loss. The global hearing health crisis is growing. By 2050, an estimated 2.5 billion people will experience some form of hearing loss, according to the World Health Organization. Over 700 million will need access to hearing rehabilitation. Yet across the region, millions remain undiagnosed, untreated, and underserved—impacting not just individual quality of life, but economic productivity, cognitive health, and social well-being. 'Your ears don't often get the same attention as your eyes or heart, but they are just as vital,' said Giscard Bechara, Regional Director, MEA, Starkey Laboratories Inc. 'Untreated hearing loss has been linked to cognitive decline, depression, and even increased risk of dementia. But with a simple test, that trajectory can change.' 'I began to struggle in meetings and international conferences. At first, I blamed background noise or fatigue. But eventually, I realized I was missing key parts of conversations—professionally and personally,' said Dr. Eltom. 'Getting my hearing checked changed everything. As both a doctor and a patient, I can say: early detection is not just helpful, it's essential.' Hearing loss often develops so gradually that many individuals may overlook the early signs or attribute them to other causes. Common indicators include frequently asking others to repeat themselves, turning up the volume on the television or phone to uncomfortable levels, feeling unusually fatigued after conversations, struggling to hear high-pitched sounds or distinguish consonants, and withdrawing from social or professional settings due to communication challenges. The economic cost of unaddressed hearing loss is estimated at nearly $1 trillion annually. Yet many people in the Middle East and Africa delay getting tested due to stigma, lack of access, or the misconception that hearing loss is only a problem for the elderly. 'This is about dignity, connection, and health equity,' Dr. Eltom added. 'We must normalize hearing care as part of standard health routines—across every age group.' 'What you can do today to take charge of your hearing health is simple yet impactful. Patients can start by booking a hearing screening at their nearest clinic or hearing care center. Encourage older family members, friends, or colleagues to do the same, as early detection can make a significant difference. Better hearing leads to better living. And there's no better time to begin than now,' Bechara concluded. About Starkey Laboratories Inc. Starkey is a privately held, global hearing technology company headquartered in Eden Prairie, Minnesota. Founded by Bill Austin in 1967, Starkey is known for its innovative design, development, and distribution of comprehensive digital hearing systems. Led today by President and CEO Brandon Sawalich, Starkey is the only American-owned provider of hearing technologies. The company has more than 5,000 employees, operates 29 facilities and does business in more than 100 markets worldwide. Learn more at and Media contact: Hadia Eltom, Marketing Manager | Starkey MEA FZCO Dubai Airport Freezone 4Wb - G44 | Dubai | United Arab Emirates
