This blurring of the lines between audio and health devices looks set to be a trend across the industry. “We really want to make sure that we take care of our customers’ hearing,” says Miikka Tikander, the Helsinki-based head of audio at Bang & Olufsen. Tikander points to recent data about the decline in hearing health in young adults and reports that there was a lot of emphasis from manufacturers on ANC and hearing health at the AES’ Headphone Technology conference in Espoo, Finland this August.

“Apple has a big lead in that area,” he says. “We want to make sure that our headphones can adapt, make this choice [on when to block out sound] on your behalf, if you let it, of course. Some people don’t like that idea, but if there’s a noisy event in your surroundings, the headset can take care of it, just tune it out a bit and get you back to normal listening once you are away from that noise.”

Enter the “Sound Bubble”

Hearvana AI is one startup looking to go much further than the AirPods’ current suite of noise canceling and ambient noise features. Cofounded by Shyam Gollakota, a computer science & engineering professor at the University of Washington, and two of his students, Malek Itani and Tuochao Chen, Hearvana recently raised $6 million in a pre-seed round which included none other than Amazon’s Alexa Fund.

One of the startup’s first big innovations was “semantic hearing,” which was the first project they approached, around three years ago. The team built a hardware prototype—a pair of on-ear headphones with six microphones across the headband, connected to an Orange Pi microcontroller—to test out a model that had been trained to recognize 20 different types of ambient sounds. This included things like sirens, car horns, birdsong, crying babies, alarm clocks, pets, and people talking, and then allowed the user to isolate say, one person’s voice as a “spotlight,” and block out all the other frequencies.

“So I’m going to the beach and I want to listen to just ocean sounds and not the people talking next to me, or I’m in the house vacuum cleaning but I still want to listen to people knocking on the door or important sounds, like a baby crying,” explains Gollakota, who is based in Seattle. “And that’s what we solved first. This was the difference between a vacuum cleaner and a door knock. They sound pretty different, right?”