Abstract: Imagine unlocking the power of the mind to communicate, create, and even interact with the world around us. Recent breakthroughs in Artificial Intelligence (AI), especially in how machines ``see'' and ``understand'' language, are now fueling exciting progress in decoding brain signals from scalp electroencephalography (EEG). \emph{Prima facie}, this opens the door to revolutionary brain-computer interfaces (BCIs) designed for real life, moving beyond traditional uses to envision Brain-to-Speech, Brain-to-Image, and even a Brain-to-Internet of Things (BCIoT). However, the journey is not as straightforward as it was for Computer Vision (CV) and Natural Language Processing (NLP). Applying AI to real-world EEG-based BCIs, particularly in building powerful foundational models, presents unique and intricate hurdles that could affect their reliability. Here, we unfold a guided exploration of this dynamic and rapidly evolving research area. Rather than barely outlining a map of current endeavors and results, the goal is to provide a principled navigation of this hot and cutting-edge research landscape. We consider the basic paradigms that emerge from a causal perspective and the attendant challenges presented to AI-based models. Looking ahead, we then discuss promising research avenues that could overcome today's technological, methodological, and ethical limitations. Our aim is to lay out a clear roadmap for creating truly practical and effective EEG-based BCI solutions that can thrive in everyday environments.
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