Marques Brownlee, a renowned YouTube tech reviewer, has recently stirred up controversy with his critique of Humane‘s AI Pin, raising questions about the impact of his influence on burgeoning companies.
What Happened: Brownlee, also known as MKBHD, titled his review of the AI Pin as “The Worst Product I’ve Ever Reviewed… For Now.”
Despite praising the design and concept of the device, Brownlee took issue with its performance, pointing out slow response times, inaccurate answers, inconsistent battery life, and subpar photo and video quality.
The review ignited a fiery debate online. Some, like Humane’s head of new media, Sam Sheffer, welcomed Brownlee’s “honest” and “solid” review, seeing it as constructive criticism.
Others, however, deemed it “almost unethical” due to Brownlee’s considerable influence and the potential repercussions of his review on Humane’s future.
Critic Daniel Vassallo argued that Brownlee’s review title could be damaging to Humane, as it’s what most people will see. He underscored that the power to devastate a company should not be taken lightly.
Alex Finn highlighted the formidable influence wielded by creators in today’s digital landscape. Referring to a critical review by popular YouTuber MKBHD, Finn said “MKBHD bankrupted a company in 41 seconds.”
The assertion that a mere slight from a prominent content creator, coupled with harsh critique, could precipitate a company’s downfall underscores the significant power creators hold in shaping consumer perceptions and market outcomes in 2024.
In 2018, Imran Chaudhri and Bethany Bongiorno, who had previously worked at Apple Inc, co-founded Humane. The startup transitioned out of stealth mode in 2021. Chaudhri presented the device and showcased its functionalities during a TED Talk in May. Later, the product gained further exposure when it was exhibited at Paris Fashion Week in September.
Why It Matters: Humane’s AI Pin, backed by OpenAI‘s Sam Altman, was expected to revolutionize the consumer tech industry. The device was in talks with Indian telecom operators for its launch and was even named as one of the “Best Inventions of 2023” by Time Magazine.
Despite the hype, the device was not without its critics. Bloomberg columnist Mark Gurman had previously expressed skepticism about the device’s potential, stating that smartphones were here to stay.
The device’s price tag and subscription model also raised eyebrows, with the AI Pin costing $699 and requiring a $24/month subscription.
The controversy surrounding Brownlee’s review highlights the significant influence of tech influencers and the potential impact of their reviews on the success of emerging tech products.
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