Should B2B brands build their own AI hardware or partner with emerging platforms?

Era thinks that we will see many form factors of AI hardware, including glasses, rings, and pendants. The startup has raised $11 million in funding to date to build a software platform for AI gadgets.

What Happened

Era secured $11 million in Series A funding to develop a software platform that enables hardware makers to create AI-powered devices without building the underlying intelligence layer themselves. The startup provides access to over 130 large language models from 14 providers, allowing developers to create AI gadgets ranging from smart jewelry to intelligent home speakers. Era's platform handles multimodal inputs and AI orchestration, serving as the infrastructure layer for the next wave of AI hardware.

Why This Matters for B2B Marketing Leaders

This development opens new channels for client engagement beyond traditional apps and websites. Instead of forcing clients to download another app, your brand could create purpose-built AI devices that solve specific problems for your audience. Era's platform removes the technical barriers that previously made custom AI hardware prohibitively expensive for most B2B companies. Having hardware options that don't require massive R&D teams becomes valuable as companies increase AI investments.

The Starr Conspiracy's Take

Era's approach changes how we think about brand touchpoints. Rather than competing for screen time on smartphones, forward-thinking B2B brands can now create dedicated AI experiences that live in users' physical environments. This is particularly relevant for HR Tech and FinTech companies whose users need quick, contextual information throughout their day. AI-powered client experiences don't have to be confined to existing devices. Era's platform makes AI hardware creation accessible, allowing B2B brands to experiment with novel form factors that align with their clients' workflows. Consider an HR platform creating smart badges that provide instant policy answers during employee onboarding, complete with device management through existing IT infrastructure and integration with HRIS systems for personalized responses.

What to Watch Next

Monitor how established B2B software companies respond to this hardware-as-a-service model. The first major HR Tech or FinTech brand to successfully deploy custom AI hardware through Era's platform will likely set the template for industry adoption.

Related Questions

What types of AI devices make sense for B2B brands?

Smart badges for conference networking, voice-activated expense reporting devices, and AI-powered desk accessories that provide real-time market updates represent practical starting points. The key is choosing form factors that integrate naturally into existing business workflows.

How does custom AI hardware compare to mobile app development costs?

While initial hardware costs are higher, the total cost of client acquisition through dedicated devices can be lower since you're not competing in crowded app stores. Plus, hardware creates stronger brand recall than software alone.

What privacy considerations apply to B2B AI hardware?

Era's platform allows brands to choose their own memory and model providers, giving companies control over where sensitive business data is processed. This flexibility addresses compliance requirements that vary across industries and regions.