Denmark-based hearing aid manufacturer Oticon has unveiled its new range of custom hearing aids, Oticon Own, made from BrainHearing technology.

Oticon Own is a fully customised in-the-ear hearing solution designed for discreet and personalised listening experience.

The device is claimed to be the first unique in-the-ear hearing aid in the world with an onboard Deep Neural Network that functions more like the brain.

Oticon Own offers a custom experience to fit various lifestyle requirements in a variety of styles, from a full shell to Oticon’s smallest IIC (invisible-in-the-canal).

A customised listening experience is offered by the line-up, which is available in five distinct designs, performance levels, and colours to match one’s hair and skin tone, said Oticon.

It is designed with lifestyle considerations in mind, such as the use of glasses and face masks, to make wearing hearing aids more convenient and pleasant.

Oticon Own’s IIC is completely undetectable in nine out of 10 ears for maximum discretion, said the firm.

The product also assists in navigating what has to be heard even in challenging listening situations, lowering listening effort and facilitating the completion of other tasks.

It enables access to the whole sound world, enabling the brain to operate more effectively and intuitively to understand sounds.

Oticon’s latest product offers the convenience of two-way, hands-free communication with select iPhone and iPad devices as well as direct streaming from selected Android devices.

It was designed for seamless connections to a variety of devices for direct, high-quality streaming of their favourite music with simple, covert control while staying in touch with friends and family.

Oticon president Gary Rosenblum said: “Oticon Own features life‑changing technology that captures the power of BrainHearing to provide a personalised listening experience that allows people with hearing loss to focus on what matters most, with complete confidence.”

In June last year, the company received premarket approval (PMA) from the US Food and Drug Administration (FDA) for its Neuro cochlear implant system.