Opinion

The AI Pin.
A product review.

This review is an analysis through the eyes of a Design Generalist and an entrepreneur.

When I wrote [a product review] in the title, I meant that.
I've used Product levels and simplified market definitions to frame the lenses I look through. Hold tight if the words in the previous sentence sound strange; it will get weirder before [hopefully] making sense.

To set this right, I'm talking about the AI Pin brought to market by Humane.
If you don't know what is an AI Pin, click the link above. I'll wait.

Ready? Let's go!

The AI Pin Project was and is an opportunity to break away from screens and form new, healthier relationships with technology.

I think the AI Pin can be an opportunity for a generation or two to grow without accounts on social media - a chance for all of us to break bad habits, forge healthy social skills in the real world and build reliable societies.
Sounds idealistic? In the current context, it is. Why? Because I believe we have become accustomed to coarse discourse; most are either numb or cynical about the current context.

The Market [read - context].

The AI Pin brings a different point of view and new touchpoints with the digital world. This point of view is necessary for building a new market and a strong differentiator. A point of view without a product is just a theory. You can write an article or maybe a book about it.

Oh, one more thing. You don't create a market as a company; your happy [paying] customers will. To make them happy, you don't just solve their problems; you must inspire them so they form a perception. We'll come back to this. 

Humane sketched a category with their product and started dreaming about a market.
In the design world, we call that dream the product vision.

It takes courage and dedication to do this, and any designer walking this path puts themselves in a highly vulnerable position with a proposition of this kind.

Great ideas are fragile and blunt [read stupid] opinions/reactions will eat great ideas for breakfast.

Anyone can kill an idea in its early stages. The market/context for AI Pin doesn't exist [yet]. 

This is why, for an untrained eye, a product such as the AI Pin looks like a solution looking for a problem to solve.

The Product Category / Segment.

Right now, AI Pin is alone in this blurry and undefined category - Rabbit R1 made a mess entering this playground, but that story is still unfolding.

As mentioned above, the product category needs consumer validation to exist. It is always validated by fulfilling consumers' needs, and it consolidates when new players join to compete.

The investors got excited and poured 230mil+ into this idea.
The product is here; why does the product struggle?


There are several reasons, so let's take them one by one.

The Proposition.

At this point, Humane did not appreciate the resistance [of the context] with the right attitude.
They also don't seem to understand the size and importance of the proposition this new device is making - not through the eyes of the consumers, anyway.

As I see it, it is a proposal to give up on a long-term relationship.
For most of us, it is an evil, asymmetrical relationship.
To break that relationship, the core product must address the pain and adverse effects that we are all aware of but keep making excuses for.

Let's get specific and see what I consider blindspots for Humane.
But first - below, you can see the frame I'm using.

The problem with/and the Core Product.

Before discussing the core product, we need to say a word or two about the problem they failed to articulate before/during/after their product launch.

Why is this a problem?
It is a problem if the targeted audience doesn't see what you see.
In that case, they won't recognise/validate your solution.

The waste of our resources and our attention, the effects on our mental health, the depression, anxiety and sometimes suicidal tendencies sourced through these black mirrors we carry everywhere in our pockets are problems worth solving.
The pain is real; most of us will agree, but this needs to be articulated to frame your solution correctly. 

After declaring the problem a public health emergency, Humane could talk about calm, a chance for meaningful relationships, a better attention span, healthier habits, and a powerful proposition for change in a solid/articulated core product.

Now, back to the core product. The core product for the AI Pin is not [yet] articulated, so it can't be informed at the other levels. 
A healthy product's core is a mix of benefits or solutions that address a need.
Because the problem theory was not validated, the AI Pin seems like an expensive solution in search of a problem to solve.

Once again, it is a big ask to break a relationship where most of us have been prisoners for a long time, a great example of Stockholm Syndrome.

The Actual Product.

I'll spend the least of my energy here because Humane executed an abstract plan well. They proved their ability to design and build.
The technology, design, and engineering—the physical object with its features—are well done as a first iteration.

However, they got distracted and brought too much to the market at this stage.
There are too many accessories and things that can fail and distract from the benefits.
The issues with the actual product are covered well in the reviews on the internet, so let's move on to the next level.

The Augmented Product.

This level is an essential part of the product.
It significantly impacts user experience and long-term satisfaction, tapping into the deeper emotional connections and behavioural incentives they create.
It is also the space where the differentiator is visible and fights for the brand. It is where you build the ecosystem, where tiered subscriptions and other benefits make sense.
This product level quickly becomes irrelevant if the core and actual product levels are poorly articulated.
If the core product is undefined or confused with features, the brand, marketing, and sales team's work will be hell. If the actual product is not functional and has big usability issues, the rest of the product will be affected.

There was almost nothing to build a credible marketing campaign with.
With missing blocks, you can't build relevance, you can't show a vision that consumers would support, you can't get traction, and you can't position. Should I go on?

If calm or a healthier habit had been part of the core product, your marketing message would have been simple and made sense: 30/month for a healthier, more balanced life with less anxiety and no distractions.
Boom, done. The alternative to Humane's solution is whatever we have today: anxiety and exhaustion delivered 24/7 via screens.

This approach would have positioned AI Pin in relevant categories, from health to fitness to tech. You can't start a revolution looking exhausted with bland messages.

The Product Launch.

The Humane Team, individually, is a collection of seasoned professionals, and some have been defying gravity for a while. However, as a team and startup, they still need to obey the natural laws of the markets.
Imran, Bethany and Josh worked for Apple, which must account for something. They are all accomplished professionals with patents under belts and awards on the shelf.

Anyway, because of the missing parts [read above], the product launch was far from what AI Pin needed. And far from what these brilliant individuals can do. The monotone delivery and tone of voice didn't help.

The presentation looks like it took place after the last meeting when the office was quiet, and both Imran and Bethany know that this is the last thing on their to-do list for that day.  See for yourself.

Their lack of stamina did not position Humane where it should.
The content was delivered in the style of an established company, hoping to impress the audience with the presence of its founders and product features.

But this wasn't their biggest mistake.

The MKBHD Effect.
From going viral to full contagion.

The last major mistake, and possibly the one that will end AI Pin as a product, was confusing tech reviews with whatever top influencers produce in their media companies. You can watch MKBHD if you haven't already, molesting the AI Pin - here

With a platform with 19.1 million subscribers, MKBHD is not a tech reviewer.
He runs a media company and produces content that generates returns.
At this size, when he sneezes, the world will hear it.

But wait, why is this important? I could write a long sentence here, but I'll summarise it first in one way: PERCEPTION.
Perception is the most critical variable in the decision-making process.

Releasing the product first to an influencer with no skin in the game is a risk Humane did not weigh with sobriety.

MKBHD has nothing to lose by saying anything unaligned with Humane. 
His team is young, intelligent, hungry, and motivated by social media algorithms to produce engaging material rather than thoughtful analysis or exciting stories. They have expensive production setups and know exactly what they are doing.
There is no room for "what if?" We don't know or understand; it is too soon to tell. Or let's wait. I don't think this is intentional. I don't think that MKBHD&Co wants to destroy a business. I'm saying they ignore the effects of their capacity to influence. It looks like anything that's not a view, a like or a comment is discarded.

This team needs to produce programs and collections of opinions delivered as "honest reviews" - in a context where none seem to have direct experience building a product.
For those who argue that their product is their content, nope, that is not the product - there is no product. The merch they sell is mainly personalised/overpriced SWAG.

MKBHD is a prominent voice with a strong brand, not a product.
It is a valuable brand, and its value is the ability to capture attention and colour perception. 

Like Joe Rogan, most influencers will react to events and generate/trigger/amplify reactions.
This can be entertaining if you are into "Did you see the video with the bear?" or "They launched their latest product, and it is the worst product ever..."
Those expressions, at scale, can bend or colour perceptions.

When we talk about ideas that must scale, no company can afford this kind of mistake.
Context and framing always matter. The most popular channels have voices supported/promoted by an algorithm that looks for ingredients that make the content viral, primarily if the perception generates polarisation.

Good and bad ideas go viral, and when they do, they sometimes morph into a contagion, infecting the views of other influencers and contaminating the perception of potential customers.

In this context, a fragile idea like AI Pin must survive, make sense, and change the world. It is a pretty hostile environment if you ask me.

Apple is one of the first companies to seem to understand this phenomenon.
Last year, before MKBHD released a "review" of the MacBook Pro, during the Apple event, they mentioned MKBHD by name during the presentation in a particular way.
See above.

This was a brilliant PR move designed to "condition" MKBHD before he published his content. A move intended to protect the perception Apple is so careful working on in building and maintaining.

The perfect storm.

Let's bring this home.
All of the above can ruin a 230mil $ endeavour.
At this moment, it looks like Humane overestimated its expertise and underestimated the laws of physics [read market]. Will it be able to correct this perception by re-packaging and relaunching? As is of today, this product seems to be doomed.
The views are contaminated, and they can't go back in time.

Almost six months after their first demo, Humane appears to be looking for a buyer. But this is also a distraction.

I hope that Humane will have the energy and will to hire people to save the AI Pin and raise awareness about our [unhealthy] relationship with technology and the content we consume.

To be continued...
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Copyright © Alin Buda. All rights reserved. Trademarks, brands and some of the images are the property of their respective owners.
Some images were sourced from Pexels™ and Unsplash™.
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