In an era when every company is eager to show how they’re integrating AI into everything, Logitech CEO Hanneke Faber offered a fresh perspective as she dismissed the idea of AI-centric gadgets.
“What’s out there is a solution looking for a problem that doesn’t exist,”
Faber told Bloomberg when asked about AI hardware.
Her skepticism comes amid a wave of interest in AI devices, as OpenAI’s Sam Altman and former Apple designer Jony Ive have announced plans to bring new products to market within two years. Yet for AV and computer manufacturing stalwart Logitech, joining this race doesn’t seem to be on the agenda.
The Hype and Reality of AI-Centric Gadgets
Companies are increasingly looking to bring AI closer to hardware to expand its potential applications. However, adoption remains modest. Previous attempts to launch AI-driven devices—such as the Humane AI Pin and Rabbit R1—failed to meet expectations.
While companies like Logitech have embraced AI across their product portfolios, the focus differs. Logitech’s Rally Bar series of video conferencing cameras, for example, uses its RightSight and RightSound technologies. These products are enhanced by AI, not built entirely around it—unlike the Humane AI Pin or Rabbit R1.
Hardware as an AI Enabler, Not a Driver
Although Faber’s comments may sound “anti-AI,” they align with how hardware and AV companies like Logitech are positioning themselves in the new AI era.
AI is largely a software domain. For a company like Logitech to develop AI-first gadgets would mean diverting resources to compete with large language model developers—an unlikely strategy. Instead, Logitech positions its hardware as an enabler of AI.
