(BPT) - Hearing loss is often called a 'silent epidemic' because it can develop slowly and go unnoticed for years. According to the National Council on Aging, more than 60 million Americans over the age of 12 experience some degree of hearing loss, and nearly one in three of them is 65 or older. In reality, this number is higher - these are just the ones we know about. There's a silent legion of people who struggle to hear the TV and understand conversations in background noise yet don't take the next step of getting their hearing checked. If you're one of these people, you're putting yourself at increased risk for depression, social withdrawal, and worse.

The good news? A recent breakthrough in hearing aid technology, specifically the inclusion of artificial intelligence (AI) to intelligently separate human speech from background noise, is making it easier than ever to hear the world around you and get back to enjoying life.

Dr. Brandy Pouliot, Director of Audiology and Education at Phonak, a global leader in hearing solutions, explains why good hearing is so critical to a person's health and well-being, and how AI is pumping up the volume on this technology.

Q: Why is hearing intervention - hearing aids, in other words - so critical?

A: You've probably seen some headlines talking about the potential link between hearing loss and dementia. A landmark new study ACHIEVE (Aging and Cognitive Health Evaluation in Elders), led by researchers from the Johns Hopkins Bloomberg School of Public Health, looked at the effect hearing intervention had on brain health in older adults. They found that hearing intervention (hearing aids) slowed down loss of thinking and memory abilities in a subset of older adults by 48%. That's a huge number! It means hearing may be tied to brain function in ways we hadn't completely understood. While hearing aids cannot cure dementia, they play an important role in helping to preserve and enhance people's cognitive functions, especially in their golden years.

Q: How do hearing aids improve our social well-being?

A: Not being able to hear and understand what's going on around you - whether conversations at work, on the phone or out at dinner - creates feelings of frustration, anger and even embarrassment. This causes a person to withdraw. Think of that older relative at Thanksgiving dinner who remains quiet and confused while others freely converse. When people understand speech clearly, their muscles relax and their minds perk up because they can now take part in the conversation. We are social beings, and there is so much evidence showing individuals with strong social ties not only live longer, but also enjoy better health and well-being.

Q: What can people expect at an exam with a hearing care professional?

A: We begin by asking patients where and what they want to hear better. It's no surprise that most individuals want to hear other people better, and that's where a full audiological exam come into play. In a typical hearing screening, the ear is examined, and hearing thresholds are obtained to determine a patient's ability to hear speech sounds. If hearing aids are recommended, your HCP is there to support you on your journey to better hearing.

Q: How is artificial intelligence advancing hearing aid technology?

A: Understanding speech in noise has always been the key need for those with hearing challenges, even when wearing hearing aids. Until now, hearing aids have relied on directional microphones and noise cleaning features to help highlight speech. These advancements have and will continue to be helpful for patients. However, just recently Phonak introduced Audéo Sphere Infinio - the world's first hearing aid that uses a dedicated artificial intelligence (AI) chip to actively separate a person's voice from background noise. And it does it in real time. This is something truly revolutionary and the market has been waiting a long time for it.

Q: What do you mean by 'real-time' AI?

A: Hearing in noise is exhausting even with normal hearing. After a strenuous day, understanding speech above the background noise takes a lot of mental effort. Real-time AI refers to the signal processing that Audéo Sphere Infinio does in real time. This means instant speech from noise separation for easier speech understanding and reduced listening effort. This not only makes for a much more enjoyable meal conversation, but it also helps people think clearer by freeing up those cognitive resources our brains use when we strain to hear.

Q: It sounds pretty cool to be a hearing care professional at this time.

A: Absolutely! This is such an exciting time for hearing care professionals (HCPs) because they finally have a hearing solution that directly addresses the top complaint of existing hearing aid wearers - the ability to hear well in background noise. HCPs play many different roles, but among their most important is helping people connect with others. Along with the right patient counseling and technical skills, AI hearing aids like Audéo Sphere Infinio may help HCPs more easily facilitate these connections.

Q: For people who believe they have hearing loss, what should they do now?

A: Getting your hearing checked is the best way to find out for sure. One easy way to get started is with an online hearing screener, like the one Phonak provides. Then, talk with your primary doctor and check your insurance for coverage of audiology services and hearing aids. Many plans include it. Armed with that information, your next step is to find a local hearing care professional and make that appointment.

Hearing loss is about more than just your ears. It can affect your emotional, physical and cognitive well-being. For more information visit Phonak.com or click here to find a hearing care provider near you.