Figure AI Founder Launches Hark, a Startup Building a Family of AI Devices

Brett Adcock, the founder of Figure AI, is launching a new startup, Hark, and aiming it at the AI device market. According to Adcock, the company is working not on a single gadget but on a family of products, which shows that the race for "AI hardware" is only picking up speed.

Adcock's New Project

Adcock is already known as an entrepreneur who builds companies at the intersection of software, robotics and big ambitions. Now he is opening another front: Hark is entering the category of devices with artificial intelligence, where startups are trying to find the next mass-market format after mobile apps and chatbots.

Importantly, this is not a one-off attempt to ship a single eye-catching device but a broader product strategy designed for several use cases and a long development cycle. The phrase "family of products" sounds like an intent to think in terms of an ecosystem from the start. This is not just a question of design or hardware; it changes the scale of the whole idea at once.

Such an approach usually means a shared software platform, shared usage scenarios and the ability to quickly test several form factors without betting everything on one single gadget. For a young market this is a pragmatic move: demand is still taking shape, and it is hard to pick the winner in advance, especially while user habits are only forming.

Why Build a Product Line

The idea of a device family matters in its own right. Most of the AI market still lives inside the browser, the smartphone and enterprise software, but manufacturers are increasingly looking for ways to embed models in physical products. A dedicated device can offer a different level of interaction: constant access, sensors, voice, a camera, local actions and the feeling that the user is talking not to an app but to an independent system. That is why such projects attract so much attention.

This approach has several clear advantages:

• It can cover different scenarios, from home and office to mobile use.
• It is easier to build an ecosystem in which devices complement one another rather than compete.
• The company gets more room to experiment with pricing, subscriptions and accessories.
• Risk is spread across several products instead of being concentrated in a single launch.

For Hark this is especially logical, because the AI gadget market is still far from mature. Users have not yet decided whether they need a separate assistant outside the phone, while investors and teams continue to argue about what matters more: a new interface, autonomy or deep integration with familiar services. Against this backdrop, a bet on a portfolio of devices looks like an attempt to stop guessing and instead hold several positions inside one company, and to learn faster where real value emerges.

What Is Known So Far

There are few details for now. Hark has only outlined a direction and has not disclosed specific device categories, launch dates or technical specifications of its future products. But even at this stage the news matters because of Adcock himself. When the founder of Figure AI moves into an adjacent, fast-growing category, the market reads it as a signal: the bet on AI devices no longer looks like a fringe experiment but like a full-fledged new vertical that investors and competitors will watch closely.

The company is working on a "family of products".

This also raises expectations for how such startups will differentiate themselves. Promises of a "smart device" are no longer enough: there must be a clear scenario in which the device is genuinely faster, more convenient or cheaper than a smartphone and a laptop. Otherwise users will ask why they need another screen, another subscription and another entry point to the same AI service, when the main task is already handled by familiar tools without extra friction.

For Hark, the key question will be not only the hardware itself but how smoothly the company connects it with models, voice, memory and the user's daily tasks. The winner will not be whoever shows a beautiful prototype first, but whoever builds a lasting habit of use, day after day. This is usually the stage at which a category proves whether it has a real market, and not just the interest of early investors and the curiosity of the audience.

What It Means

Hark's arrival shows that the next wave of AI competition is shifting from pure software to devices and ecosystems. If large, serial founders start building not a single gadget but entire product lines, the market is preparing not for a one-off novelty but for a long fight over a new consumer interface.