Tony Fadell-Backed Plumerai Introduces On-Device AI Technology for Enhanced Home Security Cameras

On Wednesday, Harvard students made headlines by modifying Ray-Ban Meta glasses to include facial recognition technology. This innovative DIY project has reignited privacy concerns surrounding the growing prevalence of surveillance technology in our daily lives. As cameras become more common, discussions about privacy and security have become increasingly urgent.

Connectivity plays a significant role in this debate. The necessity of remote servers introduces additional security and privacy risks. When Amazon, the parent company of Ring, collaborates with law enforcement, these concerns deepen even further.

Founded in 2017, Plumerai focuses on enhancing on-device AI processing. This London-based startup has developed innovative technology for tasks such as people detection and familiar face recognition, all without the need to transmit data to a remote server. Early investor Tony Fadell, the creator of the iPod, underscores his support for Plumerai by referencing challenges he faced while co-founding Nest.

“We constantly had to manage storage and data transmission costs,” Fadell explains. “We’re capturing full frames, producing significant amounts of data, but we avoid recording it all on-camera. I felt this responsibility daily.”

The need for additional computing resources often results in increased costs for companies, which are frequently passed on to consumers. Fadell highlights this trend by citing Ring’s recent decision to double its professional monitoring fees.

Plumerai specializes in "tiny AI," leveraging significantly smaller models compared to the expansive black box systems that power platforms like ChatGPT. This approach avoids the extensive compute power required for large language models (LLMs), which often suffer from inaccuracies.

Fadell draws parallels between Plumerai's strategy and his experience with the iPod. “The iPhone’s existence was made possible by starting small with the iPod. You can scale things up, but making large systems compact is challenging,” he shares. “Microsoft attempted to adapt Windows into Windows Mobile for phones, and it never succeeded. You need to begin small before scaling up.”

“We’ve been dedicated to this endeavor for quite some time,” says Plumerai CEO Roeland Nusselder. “Empirically, our tiny AI offers greater accuracy and operates on lower-cost, lower-power chips compared to competitors, especially in the smart home camera sector.”

The startup has garnered interest from the Chamberlain Group, a company based in Illinois that owns brands like myQ and LiftMaster. Chamberlain plans to integrate Plumerai’s technology into its smart cameras, starting with an outdoor model.

“All AI features are powered by Plumerai, processed locally on the camera,” Nusselder explains. “Chamberlain exemplifies a company that isn't part of Big Tech yet is achieving remarkable results with small AI.”

While Plumerai has not disclosed its team size, it likely remains much smaller than those behind major platforms like Ring and Nest. This lean structure has allowed the startup to hone in on its specific market focuses, a flexibility not often available to brands under the influence of large corporations like Amazon and Google.

Fadell, who has held executive roles in some of the world’s largest tech firms, now dedicates his efforts to supporting startups like Plumerai. “Focus is crucial,” he says. “I’ve found that small teams—comprising a handful to a few dozen members—can accomplish remarkable things when the right expertise is involved. I prefer to be at the forefront of disruptive technologies. It’s about small teams with the right vision.”