Perceptual learning is the process by which experience alters how incoming sensory information is processed by the brain to give rise to behavior—it is critical for how humans educate children, train experts, treat diseases, and promote health and well-being throughout the lifespan. Knowledge of perceptual learning requires basic and applied research in humans and nonhuman animal models, which informs strategic targets for advancing applications. Commercial products to induce perceptual learning are proliferating rapidly with limited regulation (e.g., for rehabilitation), while at the same time basic science is increasingly restricted by changing regulations (such as new granting-agency definitions of clinical trials). Realizing the full potential of perceptual learning requires balancing basic and translational science to advance new knowledge, while serving and protecting consumers. Reforms can promote open, accessible, and representative research, and the translation of this research to applications across different sectors of society.