Siemens is unveiling new smart hearing aids at the ongoing 2015 International CES in Las Vegas, US.
Claimed to be the latest in wearable hearing technology, the company's hearing aids can be discreetly controlled through iPhone and Android devices.
The company said when two hearing aids are worn, its new smart hearing aids use intelligent, two-way wireless communication to detect the desired speech with pinpoint accuracy.
Siemens Hearing Instruments CEO Scott Davis said: "These are not your average hearing aids but rather highly-intelligent wearable devices.
"They automatically detect everyday listening environments such as a noisy room, wind, or while driving a car, and instinctively know what to do."
In order to simultaneously improve speech and suppress background noise, a wearer can control the direction of the hearing aids' microphones, when paired with Siemens's new easyTek app.
Enabling wearers to select a wide range of focus or a very narrow beam, the microphones' focus can also be controlled through the app.
Siemens said a smartphone is not required to make use of the technology and hearing aids can continuously scan the acoustic environment and activate the most optimal settings for the particular listening situation.
Mr Davis said: "Some hearing aid wearers also want the flexibility that comes with having control over their listening experience.
"With these hearing aids, you can turn your iPhone or Android device into a hearing aid control centre. We call it on-demand hearing."