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NuraTrue earphones use AI to tailor sound to your ears –but do they deliver?

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Nura, a new headphone company, hopes to change that with their high-tech earpieces. The official headphone company of the New Zealand All Blacks rugby team, it promises to offer fully personalised sound using artificial intelligence.

You might've seen Nura advertised in Instagram ads. Founded by hearing scientist Dr Luke Campbell, the company claims its products adapt to listeners' specific hearing and then automatically adjust the settings.

This enables it to provide everyone with their own "perfect" unique sound. We tested out their flagship NuraTrue headphones to see whether this was actually true—and the answer was pretty surprising.

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