A lot of people are talking about the AiPin.
The creators, a company called Humane, announced it last week with a launch video that most people found ambiguous and confusing.
Here’s how they describe the product at the start of the video:
“This is the Humane AI Pin. It’s a stand-alone device and software platform built from the ground up for AI.”
They then dive into specific technical details about the product. It takes a few minutes of watching before you get a clear sense of what the product actually is.
There are a lot of opinions around whether that was an intentional choice. That their target audience would “get it.” That the ambiguity creates a sort of intrigue or insider effect.
From a production perspective, their video is awesome. The way they demonstrate each feature definitely creates a number of WOW moments.
But I really think the video would have benefitted from a clearer explanation up front.
However, I found a short promo video that I feel helps fill in some of the blanks. It puts the product in more real world situations where you can quickly understand what it is, who would use it, and how.
Even just adding the one-minute promo to the beginning of their demo may have made a world of difference.
Takeaway: Before you start hammering on features, make sure your audience understands 1) what your product is, 2) who it’s for, and 3) why they should care.
Check out their full demo, and the short promo.