Humane, the company that unveiled its "AI Pin" earlier in 2023, is currently airing a commercial to promote its latest product. This marketing video, originally featured during the product launch, has now made its way into college basketball game broadcasts.
For those who haven't caught it on television, the commercial is also available for viewing on YouTube. I highly recommend checking it out, as it serves as a captivating lesson in effectively narrating the story behind a product.
A few weeks back on CNBC, Humane co-founder Imran Chaudri touted the company's latest offering as the "world's first AI-powered compute device." Despite the potentially contested claim, I find myself questioning the true nature of Artificial Intelligence in this device. Chaudri explains that the AI Pin utilizes AI for language recognition and to handle the organizational aspects of notifications, messages, emails, and calls. However, it's hard to ignore that these functions align closely with what smartphones have been striving to achieve for years, raising doubts about the AI Pin's unique value proposition.
The marketing story behind the AI Pin seems to be grappling with a significant hurdle – its use case mirrors that of a smartphone, albeit without a screen. The added inconvenience of wearing it on your chest, as opposed to pocket-friendly smartphones, further complicates its appeal.
While the Humane AI Pin boasts a laser ink display projecting on the hand, the advantages over a traditional screen remain unclear. In fact, the unconventional method seems to introduce more awkwardness than convenience.
Marketing is about storytelling, and Humane's narrative positions the AI Pin as a revolutionary alternative to smartphones. Yet, the commercial showcases actions that users can already perform on their iPhones, albeit without a screen. A notable example involves a user asking the AI Pin to "Catch me up," receiving a response about a call and an early flight. However, the criteria for selecting this information over others remains unclear.
Despite the AI's claim to do the heavy lifting, it appears that it still falls short in many aspects. While engaging with ChatGPT is entertaining, its tendency to fabricate information raises concerns. The prospect of paying $699 for a less accessible smartphone replacement may not resonate with many consumers.
Interestingly, the capabilities of an Apple Watch closely parallel those of the AI Pin, offering a seamless experience with an iPhone. Chaudri's argument for the AI Pin being superior due to its "AI-powered" nature seems to rely on the device triaging messages and emails based on perceived importance. However, trusting a small wearable device with such critical tasks, without a visual interface, may be a tough sell for those accustomed to a more transparent interaction.
It's important to note that my critique isn't directed specifically at the device itself, as I haven't personally used the Humane AI Pin, and it might indeed offer a delightful user experience. The laser display could prove intuitive and user-friendly. However, the crux of my criticism lies in the marketing story – the notion that Humane has essentially created a screenless smartphone with an enhanced Siri. The question remains whether this is a genuine desire or need, and the commercial falls short of making a compelling case.
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