Sonova unveils new AI-powered hearing-aid platform to support growth targets

By Anastasiia Kozlova and Amir Orusov

Aug 24 (Reuters) - Sonova launched its third hearing-aid platform utilising real-time AI on Monday, its latest effort to strengthen its position in a market that relies on rapid technology upgrades to shorten replacement cycles and attract first-time users.

The Swiss company was the first one to roll out a hearing aid that used real-time AI to separate speech from background noise in 2024.

Anders Rosengren, the head of research and development at Sonova, said the new Phonak EON platform offers a smaller, lighter device with an advanced AI that makes speech twice as understandable while requiring less listening effort.

The new platform is likely to be viewed as an important factor for Sonova to reach its medium-term growth targets that were met with investor scepticism in March.

"We expect EON adoption to build quickly among both replacement and new customers," said Oliver Lux, president of Sonova's EMEA and Latin America regions.

While Sonova did not disclose pricing details, Lux said EON was designed to support the company's premium market positioning at launch.

Monday's U.S. launch will be followed by Australia and key European markets including Germany, France, Italy and Britain in mid-September, before a broader global roll-out.

Sonova continues to see positive market dynamics across its key markets, and especially in Asia-Pacific and Latin America, Lux said.

Under CEO Eric Bernard, who took office last September, Sonova has increasingly highlighted Asia-Pacific as a key growth region, where it seeks to expand volumes and strengthen its presence in faster-growing markets that are buoyed by ageing populations.

(Reporting by Anastasiia Kozlova and Amir Orusov in Gdansk, editing by Milla Nissi-Prussak)