Starkey MEA unveils its AI-powered leap into the future of hearing health

In a region racing toward digital health transformation, one player is making sure no one is left unheard — literally. Starkey MEA, a front-runner in hearing technology, has rolled out a bold vision to reframe hearing care not as an afterthought but as a vital piece of preventive healthcare. Tapping into the momentum of the UAE Vision 2031 and Saudi Arabia's Vision 2030 Health Sector Transformation Program, the company is weaving its mission into the fabric of regional health reform.

"We aim to shift the paradigm: hearing care should be proactive, intelligent, and inclusive — not reactive or marginal," says Giscard Bechara, Regional Director of Starkey MEA. And with that, Starkey's message is loud and clear.

How does it work?

At the heart of this strategy is Edge AI, Starkey's most advanced hearing aid platform yet. Don't picture your grandfather's beige, clunky earpiece — this is a health companion dressed in smart tech.

Here's what Edge AI packs under the hood:

• Real-time audio intelligence with G2 Neuro Processor
• Personalized sound through Neuro Sound Technology 2.0
• Health tracking features like fall detection and balance monitoring
• Seamless connectivity to the My Starkey App and mobile phones
• 51 hours of rechargeable battery life — yep, that's over two days without a plug
• Compact size, automated self-checks, and telehealth support for on-the-go use

"Edge AI is not just your typical hearing aid device — it's a health companion," Bechara explains. "It adapts to every listening environment," making it perfect for both bustling city streets and quiet living rooms.

Why does it matter?

In a world where people wait up to seven years to address hearing loss, Starkey is throwing down the gauntlet. The consequences of untreated hearing loss — social isolation, cognitive decline, and reduced quality of life — are too serious to ignore.

By treating hearing health as part of everyday wellness, Starkey isn't just selling devices. It's advocating for a shift in mindset — from passive neglect to proactive care.

The upcoming awareness campaign will take aim at stigma and silence, urging earlier screenings and normalizing hearing aids as part of personal health — no different from glasses or fitness trackers.

The context

The Middle East and Africa are changing fast. People are living longer, becoming more health-aware, and governments are pouring resources into smarter, preventive care. Starkey is positioning itself at the crossroads of these trends.

To meet this moment:

• It's training audiologists in UAE, Egypt, Turkey, and Jordan to fit and support Edge AI devices
• It's teaming up with public health players to embed hearing into national wellness goals
• And it's focused on building sustainable ecosystems, not just selling gadgets

"Upskilling regional audiologists ensures that intelligent hearing aids are not just available, but optimally used for the benefit of our patients," Bechara emphasizes.

This isn't just about market growth — it's about creating access, elevating care, and putting hearing on the public health map where it belongs.