AI creeps into age tech

Artificial intelligence (AI) is increasingly asserting itself in the development and marketing of technology for the aging society. How fast the international developments are going, was clearly visible during CES 2025 in Las Vegas. The Netherlands is lagging behind and that must change quickly, believes director Arjan van den Born of ROM Utrecht Region. He calls on pension funds to invest in age tech.

With the cooperation of Rob Blaauboer

With approximately 140,000 visitors and 4,500 exhibitors, including 1,400 startups, the Consumer Electronics Show (CES) ranks as one of the largest international consumer technology events. A growing number of companies in this market are focusing on the 50+ target group. There is every reason to do so, figures senior citizens' organization AARP, formerly the American Association of Retired Persons. People over 50 spend at least $80 billion on technology in the U.S. alone. This figure is expected to grow to $120 billion by 2030.

What percentage is attributable to solutions related to health and care is not entirely clear. What is clear is that the older target group increasingly sees technology as a tool that can underpin their own well-being, health and independence.

Age Tech Collaborative

Making aging easy. That, in a nutshell, is also the goal of the Age Tech Collaborative, which the AARP launched in 2021. "With our initiative, we bring together companies, startups and investors, with the goal of making aging easier," explains VP and general manager Rick Robinson. Judging by the numbers, the initiative has succeeded well in doing just that in a few years. ATC now has more than five hundred members, including more than a hundred investors and major companies such as Accenture, Samsung, Verizon and Walmart. By its own admission, ATC has accounted for $450 million in investments and $167 million in value created.

Staying independent

ATC has its own pavilion at the most recent edition of CES, held Jan. 6 through Jan. 9 in Las Vegas, where 24 startups may present themselves to visitors. "People want to age in their own environment, but if there is no caregiver, that can be difficult," Robinson explained. "We mainly have companies here developing technology that allows seniors to stay safe at home."

Human in the loop

A substantial number of companies in the ATC Pavilion are using AI. Logical, the AARP believes. Whether it's fall prevention, medication support or digital companionship, the beauty of AI is that it can adapt and personalize technological home solutions work-wise. How that works, explains Victor Wang, founder of Friendi.fi. "Our mission is to help everyone get at least one healthy relationship. Because people tell such a virtual friend what is on their mind, we can also detect hidden requests for help. People often don't know what care or support is available." What is special about Friendi.fi, according to Robinson, is that there is always a human in the loop: "Hallucinations or conversations that derail are thus prevented."

Measuring vital signs

Large companies are also increasingly incorporating AI into their solutions. A good example is the IT company Dassault Systems, which is originally French but operates internationally. Under the name Medidata, Dassault Systems is working on a low-threshold user-friendly, AI-supported form of remote monitoring that uses the camera on a smartphone, tablet or laptop. "Measuring vital signs in such an easy way could be of interest to groups that would otherwise not participate in medical trials," said Timothy Chen. Medidata is thinking of patients who are too sick or live far from a research institution, as well as minorities who are currently not included in trials because of demographic background or socioeconomic status.

Silver Economy

The international developments around age tech underscore the urgency to act within the Netherlands, according to ROM Region Utrecht director Arjan van den Born. The social need to develop specific solutions tailored to the unique needs of the elderly is growing by the day. Thereby, according to Van den Born, the "silver economy" constitutes a market that cannot be ignored. "In 2100, there will be 3.1 billion people over the age of 60," Van den Born said in a recent post on LinkedIn. "In Europe, one in three people will be 60+. This group also has a high disposable income. This represents a huge market that we cannot afford to miss."

European startups take flight

The latter does happen for now, Van den Born observes. "Unfortunately, we see many startups in this field fleeing Europe, because the U.S. does embrace them with specialized venture capitalists and accelerator programs that not only support them financially, but also help them find customers. In Europe, we are lagging behind."

Age tech fund

This must and can be changed, Van den Born argues. "Pension funds can change this! I think our pension funds should invest in this. Let's together set up an age tech fund of 1 billion euros." ROM Regio Utrecht is willing to contribute in the form of an accelerator program, "because in this region we are leaders in Life Sciences and Health: Utrecht, Heart of Health."