4.6 • 12 Ratings
🗓️ 6 September 2025
⏱️ 5 minutes
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Nathan Xu’s bootstrapped company has sold more than 1 million AI recording devices that transcribe and summarize the busy days of doctors, lawyers and business people — and he’s just getting started.
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| 0:00.0 | Here's your Forbes Daily Briefing for Saturday, September 6th. |
| 0:05.0 | Today on Forbes, how an AI note taker became one of the few profitable AI startups. |
| 0:12.0 | On a rainy July morning in a plush Amsterdam suburb, Nathan Shoe has camped out at an Italian coffee shop for a full slate of meetings. |
| 0:22.6 | Smiling, he asks if he can record the conversation he's about to have with the Forbes reporter |
| 0:27.0 | and clips a slim memory stick-sized device to a shirt. |
| 0:31.5 | With a click, the pill-shaped gadget starts recording, transcribing, and summarizing everything he says, and everything anyone |
| 0:39.6 | around him says, too. The device, made by Shue's San Francisco and Shenzhen China-based |
| 0:45.7 | startup Plod, can on a single charge capture 20 hours of recordings, turning that into |
| 0:51.6 | searchable transcripts by connecting its microphones with Plaud's own software |
| 0:55.8 | and a bundle of AI tools like ChatGPT. |
| 0:59.8 | Dubbed the Notepin, the gadget has found a fast-growing audience. |
| 1:04.5 | Since launching in 2023, Shue has sold over one million such devices to doctors, lawyers, |
| 1:10.7 | and other overworked folks with long |
| 1:12.4 | days and short memories. That makes plod an early frontrunner in the race to move artificial |
| 1:18.4 | intelligence tools out of your phone or laptop and onto your body. Shue's team has already |
| 1:24.6 | lapped to some early American competition, like Rabbit, and the now-defunct |
| 1:28.9 | humane, that promised an AI-powered helper, but delivered costly duds. Investors have plowed |
| 1:35.8 | close to $350 million in the space, with a new crop of startups, like Omi and Limitless |
| 1:41.7 | releasing wearables, while Amazon just snapped up B, a tiny note-taking |
| 1:46.6 | device startup for an undisclosed amount. In May, OpenAI spent a stunning $6.4 billion |
| 1:53.5 | to bring iPhone designer Johnny Ives' future AI device in-house. Plaud and its ilk are taking advantage of shifting norms in the tech industry, where |
| 2:04.3 | AI note-taking bots are increasingly common participants in a conference call. |
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