Self-supervised approaches for electroencephalography (EEG) representation learning face three specific challenges inherent to EEG data: (1) The low signal-to-noise ratio which challenges the quality of the representation learned, (2) The wide range of amplitudes from very small to relatively large due to factors such as the inter-subject variability, risks the models to be dominated by higher amplitude ranges, and (3) The absence of explicit segmentation in the continuous-valued sequences which can result in less informative representations. To address these challenges, we introduce \textit{EEG2Rep}, a self-prediction approach for self-supervised representation learning from EEG. Two core novel components of EEG2Rep are as follows: 1) Instead of learning to predict the masked input from raw EEG, EEG2Rep learns to predict masked input in latent representation space, and 2) Instead of conventional masking methods, EEG2Rep uses a new semantic subsequence preserving (SSP) method which provides informative masked inputs to guide EEG2Rep to generate rich semantic representations. In experiments on 6 diverse EEG tasks with subject variability, EEG2Rep significantly outperforms state-of-the-art methods. We show that our semantic subsequence preserving improves the existing masking methods in self-prediction literature and find that preserving 50\% of EEG recordings will result in the most accurate results on all 6 tasks on average. Finally, we show that EEG2Rep is robust to noise addressing a significant challenge that exists in EEG data. Models and code are available at:\url{https://github.com/Navidfoumani/EEG2Rep}
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