When you think of eye tracking you probably envision a clunky piece of hardware and the need to spend hours in a research lab with participants. Predictive eye tracking is a newer approach to understanding visual attention by aggregating data from a large database of eye gaze data and using AI to anticipate where users are most likely to look. This article discusses how this technology works, the pros and cons compared with traditional eye tracking, and highlights a predictive eye tracking tool called Attention Insight that is based on deep learning and trained on 30,800 images from eye tracking studies.