Artificial Intelligence driven Marketing Communications
Amazon took a whole damn Echo speaker and put it into a ring and called it the Echo Loop. It’s part of a program Amazon is calling “Day1,” which is code for “here are a bunch of products that are not really ready for mass sales, but we want to put them out there anyway.” The first two are the smart eyeglass frames and this little ring.
It works, but the audio is not very loud. That is probably a combination of design and necessity, as the idea here is you don’t want everybody to know what you’re doing. There is a small button on the inside, and you reach in and press it with your thumb. When you do, there’s a tiny vibration that confirms that Alexa is listening.
You don’t do this when it’s just sitting at your side or on a desk or something. The idea is that you raise it to your mouth and whisper your request like a tiny secret you’re telling a robot who lives inside a piece of weird tech jewelry on your finger. After using Bluetooth to get to the internet via your phone, Alexa responds in a very quiet, tinny voice. In a loud room, it was difficult to hear.
That’s sort of the length and the breadth of this limited quantity $179.99 device (there’s an “introductory” price of $129.99) But there are some interesting details I learned in my time with it:
I also learned that the extra large ring was extra big on me. Think of it as one of those corny class rings that you might have gotten hustled into buying as a high school senior. I don’t hate the way it looks. Then again, as you may see in the photos below, my wedding ring is a plain brushed metal gray thing which — coincidentally — I bought from Amazon for less than 20 bucks.
Anyway, it does have some heft to it. You can feel it. And if you really want to have always-available access to Alexa, it might be the most convenient way until Amazon manages to make a phone again or convince Apple or Google to join its voice assistant interoperability club. I bet if they did, Amazon would be happy to create commemorative membership rings.