Brett Adcock, the founder and CEO of robotics company Figure AI, has unveiled Hark, a new venture backed by $100 million of his own money, designed to create what he calls "the most advanced personal intelligence in the world." The announcement comes just months after Figure's high-profile funding round, marking an ambitious expansion of Adcock's influence in the AI hardware space .

What Is Hark and What Does It Aim to Do?

Hark debuted with a minimalist video showcasing a system designed to see, listen, speak, and even "touch and influence the world." The company plans to achieve this through a vertically integrated approach, meaning it will develop everything in-house, from foundational AI models to custom hardware devices . The goal, according to Adcock, is to create an intelligence system that offloads your mental workload by thinking like you and sometimes even ahead of you.

The company has already assembled a team of approximately 45 engineers and designers, recruiting talent from major technology companies. Notably, the design team is being led by Abidur Chowdhury, who previously worked on the iPhone Air at Apple . This aggressive hiring strategy and the tight integration of hardware and software mirrors Apple's approach, suggesting Hark isn't simply building another app but rather an entirely new computing platform.

How Does Hark Fit Into Adcock's Broader AI Strategy?

Adcock's decision to launch Hark while still leading Figure creates what industry observers describe as a powerful strategic flywheel. Figure builds the AI bodies, meaning the humanoid robots, while Hark builds the AI brains, the intelligence systems that power them . This separation allows each company to focus on its core competency while creating a synergistic relationship that could accelerate both ventures.

The project represents a significant bet that the next leap in artificial intelligence requires purpose-built hardware, not just clever software adapted to existing devices. Rather than forcing advanced AI systems onto smartphones or generic computers, Hark is designing hardware specifically optimized for its AI models from the ground up .

Key Components of Hark's Strategy

• Vertical Integration: Hark is developing foundational AI models, software, and bespoke native hardware devices entirely in-house rather than relying on third-party components.
• Apple-Style Design Philosophy: The company is led by designers from Apple and is pursuing tight hardware-software integration, suggesting a focus on user experience and seamless functionality.
• Talent Acquisition: Hark has recruited approximately 45 engineers and designers from Apple, Meta, Google, and Tesla, indicating a commitment to building world-class technical expertise.
• Timeline for Launch: The company plans to release its first AI models this summer, providing an early test of its vision and capabilities.

Why Should You Care About This Announcement?

Adcock's move signals a broader industry trend: the belief that the next generation of AI won't simply be software running on existing devices. Instead, companies like Hark are betting that truly transformative AI requires hardware designed from the ground up to support it. This approach echoes how Apple revolutionized mobile computing by tightly integrating hardware and software .

The announcement is heavy on vision and light on specifics, with Adcock promising to "free myself" from the "electronic shackles" of current technology. Whether Hark delivers a truly revolutionary personal AI system or simply a very expensive digital assistant remains to be seen. However, with first AI models slated for release this summer, the market won't have to wait long to evaluate the company's claims .

For investors, technologists, and AI enthusiasts, Hark represents a test case for whether the next computing platform will be built by startups with deep pockets and bold visions, or whether existing tech giants will maintain their dominance. Adcock's willingness to invest $100 million of his own capital suggests he believes the opportunity is substantial enough to justify the risk .