What Humane AI Pin’s Failed Launch Teaches Us About the Need for PreSales

Introduction: A Product Demo Gone Wrong

In 2024, the much-anticipated Humane AI Pin launched with high expectations. It promised to revolutionise human-computer interaction. An AI-powered, screenless wearable that could replace smartphones. The hype was enormous. But when it came time to showcase the product… it fell flat.

The live demos were clunky, the voice commands misfired, and the audience was left confused about the device’s real value. Instead of excitement, the launch was met with scepticism and memes mocking its impracticality.

What went wrong? And more importantly, how could a PreSales team have saved this launch?

Here the link to the launch video: https://youtu.be/9lNIwOOMVHk?si=khNRQe7kTdCDcXaq

The Key Mistakes in Humane AI Pin’s Presentation

1. Feature-Focused Instead of Value-Focused The demonstration concentrated on the product’s capabilities, such as sending messages, conducting searches, and translating text, but did not address why it might be necessary. A strong PreSales professional would have built a compelling value story, positioning the device as an indispensable tool rather than a novelty.
2. Technical Failures Without Contingencies The voice recognition system struggled in real-time, commands didn’t work as expected, and the AI assistant gave awkward, unhelpful responses. A PreSales team would have anticipated these risks and designed a demo flow that showcased strengths while minimising live failures.
3. No Clear Business Use Case The AI Pin was positioned as a replacement for smartphones, but without a clear buyer persona or market need to back that claim. PreSales would have ensured a targeted message that resonated with a specific audience, whether tech enthusiasts, professionals, or accessibility users.
4. Lack of Demo Automation Humane relied entirely on a live presentation, which introduced high-risk variables. PreSales experts often use demo automation, allowing controlled, pre-recorded sequences to prevent on-stage embarrassment.

Why PreSales is Essential! Even for “Obvious” Products

Some might argue that the Humane AI Pin was an intuitive product that didn’t need extensive PreSales involvement. But as this case proves, even simple-looking products can benefit from a PreSales-driven approach.

A common misconception is that PreSales is only necessary for complex enterprise solutions. The reality? Even seemingly simple products need a compelling story, a clear audience fit, and a flawless demo execution.

Here’s how PreSales could have changed the narrative:

✅ Shifting from Features to Value: Instead of “Look what it can do,” the focus would be, “Here’s how it changes your life.”

✅ Creating a Buyer Persona Strategy: A clear message tailored to the right audience would have prevented mass confusion.

✅ Refining the Demo Flow:  Strategic storytelling would have made the presentation compelling instead of awkward.

✅ Using Controlled Demo Automation: A mix of live and recorded elements would have ensured a flawless experience.

Do You Need a PreSales Team?

Humane AI Pin’s failure is a prime example of what happens when a company lacks PreSales expertise. But this is not just a lesson for AI startups. Every company should ask itself whether a PreSales team is needed.

When Do You Not Need a PreSales Team?

Not every business requires a PreSales function. If your organisation:

• Sells Simple, Low-Touch Products: A robust marketing or customer success team may suffice if your product is straightforward and self-explanatory (like many SaaS self-service solutions).
• Has a Sales Team with Technical Expertise: In some cases, sales professionals with deep product knowledge can effectively handle technical conversations without dedicated PreSales.
• Operates in a High-Velocity Sales Model: If your sales cycle is short (days or weeks) and transactional, adding a PreSales layer might slow things down rather than add value.

However, even in seemingly simple products, a PreSales expert can add tremendous value. By shifting the conversation from a features-and-functions demo to a value-driven discussion, PreSales can elevate the buyer’s experience.

When Does a PreSales Team Become Essential?

A PreSales team becomes a game-changer when:

1. You Have a Complex Product: If your solution requires in-depth explanations, technical customisation, or integrations, PreSales professionals ensure prospects see the full value.
2. Your Sales Team is Losing Deals Due to Technical Concerns: If sales reps frequently struggle with customer objections or fail to articulate technical differentiators, a PreSales team can step in to support.
3. You Have a Long and Competitive Sales Cycle: When deals take months to close and involve multiple decision-makers, PreSales keeps momentum by educating, influencing, and reinforcing value.
4. You Sell to Enterprise Clients: Enterprise buyers expect tailored solutions, technical deep dives, and proof-of-concept (PoC) engagements. A PreSales team makes this process smoother.
5. You Want to Increase Win Rates and Deal Size: PreSales professionals are experts at demonstrating ROI and aligning solutions with business pain points, often leading to larger, more strategic deals.
6. You Want to Improve Product Demos and Demo Automation: PreSales teams ensure that product demonstrations are engaging, relevant, and impactful. They can also implement demo automation, allowing prospects to experience the solution at their own pace while maintaining a high level of quality and personalisation.

The Business Impact of a Strong PreSales Team

Companies that invest in PreSales often see tangible benefits:

✅ Higher Win Rates: Deals are more likely to close when prospects clearly understand product fit.

✅ Shorter Sales Cycles: PreSales removes friction by addressing objections early.

✅ Improved Customer Satisfaction:  Prospects have better onboarding experiences because expectations are properly set.

✅ Stronger Competitive Positioning: A skilled PreSales team can turn technical advantages into compelling business narratives.

✅ Better Demo Experiences: PreSales ensures that product demos aren’t just feature walkthroughs but compelling value-driven stories.

In today’s B2B landscape, buyers are more informed than ever. They conduct research before engaging with vendors, and when they do, they expect meaningful, value-driven conversations. PreSales ensures your team is prepared to meet this demand.

The Lesson for Every Tech Company

The Humane AI Pin’s disastrous launch highlights a fundamental truth: No matter how innovative your product is, a poor demo can kill its momentum.

PreSales is not just for complex, enterprise solutions. It’s the key to translating technology into tangible business value, whether you’re selling AI wearables, SaaS platforms, or cybersecurity solutions.

If Humane had invested in a strong PreSales team, they might have turned scepticism into excitement.

Final Thoughts: To PreSales or Not to PreSales?

If you’re selling a product that requires deep customer education, a PreSales team isn’t just a nice-to-have. It’s a competitive advantage. But even for simple solutions, a PreSales professional can elevate the conversation by shifting from feature-showcasing to value-selling.

The key question to ask: Are your sales reps effectively selling your solution, or are they losing deals because they can’t bridge the gap between customer needs and product capabilities?

If it’s the latter, it might be time to build a PreSales function.

What’s your take? Have you seen a product demo fail due to poor messaging or execution? Let’s discuss in the comments!

If you want to learn more about PreSales, please visit www.presales-handbook.com, buy the PreSales Handbook, or take the PreSales Mastery Course.