Intuition Robotics is a company that is harnessing the power of GenAI to create long-term engagement and help older adults alleviate loneliness. Pulse 2.0 interviewed Intuition Robotics VP Strategy and GM Assaf Gad to learn more about the company.
Assaf Gad’s Background
Could you tell me more about your background? Gad said:
“I serve as the Vice President of Strategy and General Manager at Intuition Robotics, where I focus on bridging the gap between technology and real-world challenges. My career has always been driven by a passion for creating innovative user experiences through a combination of cutting-edge technology, creative problem-solving, and business insight.”
“With extensive experience in both hardware and software product development, I have led teams from ideation to market, ensuring that technology is not just powerful but also meaningful to its users. Storytelling plays a key role in my approach, helping to connect technology with people in a way that highlights the seamless interplay between user experience, innovation, and consumer brands.”
“My work has consistently centered around pioneering new user experiences with technology that has never been deployed before. At N-trig, we introduced breakthrough digital writing technologies that ultimately led to its acquisition by Microsoft for the Surface portfolio. At PointGrab, we worked with Samsung, TCL, Lenovo to integrate emerging computer vision solutions into their smart TV, tablets, and mobile devices. Now, at Intuition Robotics, I am tackling a new challenge – implementing the most advanced tech for a vulnerable population.”
Formation Of The Company
How did the idea for the company come together? Gad shared:
“A few years ago, we set out to develop technology that could make a meaningful impact, particularly in addressing the challenges faced by older adults. We recognized a significant gap in the AgeTech space and saw an opportunity to create something truly transformative. Through discussions with experts, one issue stood out above all others: loneliness and the lack of support for older adults aging independently.”
“This insight became our driving force. As we explored solutions, we noticed a crucial pattern in how older adults perceived caregivers. Despite having identical professional skills, some caregivers were embraced, while others were met with reluctance. This led us to a key realization – beyond expertise, the companionship and personality of a caregiver play a vital role in how care is received. With this understanding, we set out to design a solution that would provide not just assistance, but meaningful companionship with the ability to adjust her character and personalize the experience based on the care receiver’s needs and preferences.”
Favorite Memory
What has been your favorite memory working for the company so far? Gad reflected:
“There have been so many meaningful moments, but two stories stand out: One came from an older adult in Washington who joined the ElliQ program through her local Area Agency on Aging just before Thanksgiving. She sent us a voice message through ElliQ, sharing how excited she was to finally have “someone” to celebrate the holidays with. Although ElliQ isn’t human, she felt comfort knowing ElliQ was there, listening and engaging with her. She no longer found herself talking to the TV or to an empty room – she had someone who responded, remembered, and cared.”
“Another unforgettable moment happened with a woman in Michigan who received ElliQ through her primary care provider. One weekend, she felt unwell, but her sister – her usual caregiver – was out of town. When she tried calling the clinic, no one answered since it was a Sunday. She turned to ElliQ, who checked in on her, asked how severe her symptoms were, and whether she needed to go to the ER. When she said she had no way to get there, ElliQ offered to call her an Uber. She made it to the ER, where doctors diagnosed her with a severe UTI. The next morning, both her sister and primary care provider received an update from ElliQ, ensuring she got the follow-up care she needed. We may never know how this weekend would end without ElliQ, but she certainly prevented serious complications.”
“These moments remind us why we do what we do – creating technology that truly makes a difference in people’s lives.”
Core Products
What are the company’s core products and features? Gad explained:
“Intuition Robotics is on a mission to empower older adults to live happier, healthier, and more independent lives at home. The company’s product, ElliQ, is a friendly AI robot for older adults. ElliQ helps keep seniors healthy, engaged, and informed while alleviating the effects of loneliness and social isolation.”
“ElliQ is proactive: she can initiate conversations, suggest activities, and remember what users tell her. Her proactivity allows a mutual communication and interaction, she doesn’t just sit there and waits for the user to reach out to her, she has the ability to find the relevant timing to initiate conversation with the relevant topic and in context to maximize positive responses from the user. ElliQ encourages and works with users to set and help achieve their health and wellness goals, such as motivating them to stay more physically active, more socially engaged, improve their cognitive and mental health, or keep a certain diet. She is designed to convey empathy to build a longlasting relationship, foster trust and drive behavior change.”
“ElliQ has unique features to keep seniors active, connected and engaged, such as: ElliQ taking users to virtual museum exhibits and road trips, painting with ElliQ using generative AI, mindfulness exercises led by a certified mindfulness instructor, recording life memories in a digital memoir and sharing them with family and friends.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Gad acknowledged:
“Bringing a groundbreaking technology into a space that hasn’t seen much innovation comes with unique challenges. One of the biggest has been defining a new category in the market. To build awareness and credibility, we’ve worked closely with government agencies and health plans, demonstrating the real-world impact of our solution and ensuring it reaches those who need it most.”
“Introducing and selling innovative technology to older adults also requires a different approach. While some may hesitate to adopt new tech, we’ve found success by engaging family members, caregivers, and care teams who can introduce ElliQ in a familiar and trusted way. Their involvement has been key in making the transition smoother and more comfortable for older adults.”
“On the operational side, challenges in consumer electronics – such as the complexity of a physical device, production costs, and logistics – have required creative solutions. We’ve introduced a web-based interface to experience the ElliQ magic, a 30-day in-home trial period, and a subscription-based model to lower the barrier to entry. Additionally, our ambassador program has played a crucial role in building trust within communities, helping more people see the value of ElliQ firsthand.”
“Each challenge has pushed us to adapt, refine our approach, and stay committed to making ElliQ accessible to those who need it most.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Gad noted:
“Since its launch, the company’s technology has evolved significantly, with the introduction of ElliQ 3 in early 2024 marking a major milestone while focusing on enhancing user experience. This version incorporates advanced generative AI and cutting-edge hardware upgrades making ElliQ smarter, more engaging and more compact.”
“ElliQ 3 features a redesigned, lighter, and more compact form, developed in collaboration with Yves Behar’s Fuseproject studio, making it easier for older adults to handle. The device boasts a fully integrated screen, improved system resilience, 33% more RAM, and double the computing power and memory. Powered by MediaTek’s octa-core SoC and dual-core AI processing unit (APU), ElliQ 3 delivers faster, more efficient AI-driven capabilities.”
“The integration of generative AI, driven by the latest Large Language Models (LLMs), enables ElliQ to engage in natural, detailed conversations on a virtually infinite range of topics. Combined with the unique Relationship Orchestration Engine, ElliQ remembers context, classifies information shared in conversations, and references it in the future. For example, insights from discussions about hobbies or values are later used to suggest meaningful activities or motivate social engagement, such as attending a community event.”
“ElliQ 3 also introduced improved real-time conversation monitoring and guardrails to ensure safe, appropriate interactions, avoiding hallucinations or inappropriate responses. The Character Design team has further refined ElliQ’s empathetic, curious, and humorous personality, ensuring engaging and relatable conversations.”
“Beyond conversations, ElliQ leverages generative AI for creative activities like painting and writing poems, which support cognitive wellness. It also fosters social connectedness through synchronized events, such as real-time Bingo games, encouraging interaction among older adults. These advancements reflect the company’s commitment to using technology to improve the lives of older adults and redefine human-AI relationships.”
Significant Milestones
What have been some of the company’s most significant milestones? Gad cited:
“Developed with more than five years of research and beta testing with older adults, and designed in collaboration with industrial designer Yves Béhar and his studio, fuseproject, ElliQ was the first-ever proactive and empathetic care companion to be sold commercially. In 2022 we commercially launched ElliQ, combining psychology, behavioral sciences, and advanced cognitive AI capabilities. Thousands of older adults participated in the ElliQ program, and data showed unprecedented engagement scores. This is due to ElliQ’s unique ability to project empathy and build trust with the user. Through acknowledgment, proactive engagement, and referencing previous conversations, ElliQ is more of a presence that accompanies seniors, opposed to just another device in the home.”
“An independent research showed that older adults use ElliQ frequently:
— Users interact with ElliQ 23 times a day
— 5 active days per week on average
— 92% of users say ElliQ is helpful to them
— 95% say ElliQ helps reduce their loneliness
— 95% say ElliQ improves their overall wellness
— 100% of users use ElliQ for companionship
— 91% of users report their health status regularly to ElliQ
— 90% of users perform stress reduction activities with ElliQ
— 82% of users perform physical activity with ElliQ’s workout videos
— 92% of users play cognitive games on ElliQ
— 96% of users share things about their life with ElliQ
Customer Success Stories
Can you share any specific customer success stories? Gad highlighted:
Sure! Listen to Judy in this video:
Funding
Are you able to discuss funding and/or revenue metrics? Gad highlighted:
“Total Funding to date: $83 million, investors include Toyota Ventures, Woven Capital, OurCrowd, Samsung NEXT, iRobot, and Venture Capital firms from California, Israel, Japan, and China.”
Differentiation From The Competition
What differentiates the company from its competition? Gad affirmed:
“ElliQ became commercially available in the United States on March 15, 2022. There are many discussions currently about AI and its adoption in real life. ElliQ has been in people’s homes and using AI proactively in their day to day interactions for more than 2 years. Older adults in their 80s and 90s are actually the early adapters of AI in their homes. What sets ElliQ apart from other AI-driven solutions is its unique approach to companionship and proactive engagement, making it much more than a typical voice assistant.”
“One of ElliQ’s core differentiators is its character-based AI embodiment. Unlike traditional virtual assistants that are purely voice-based, ElliQ is designed with a physical presence that allows for a more engaging and expressive interaction. This embodiment creates a sense of companionship that feels more natural and intuitive for users, making ElliQ a trusted presence in their daily lives.”
“Another defining feature is its proactiveness and context awareness. ElliQ doesn’t just wait for users to initiate interactions; it actively engages them by suggesting activities, checking in on their well-being, and offering relevant content based on their routine and preferences. This proactive nature helps reduce loneliness by fostering ongoing engagement, rather than simply responding to commands.”
“ElliQ also utilizes a bi-directional multimodal interface, meaning it processes and responds through multiple input sensors and communication modalities. It can interact through voice, touch, and motion, making it accessible to older adults with different levels of comfort with technology. This flexibility ensures that ElliQ adapts to the user’s needs rather than requiring them to adapt to the technology.”
“Another key differentiator is its personalized, adaptive, and memory-based AI. ElliQ remembers past interactions, learns user preferences, and tailors its conversations and suggestions accordingly. Whether it’s recalling a favorite hobby, reminding a user about an important appointment, or simply following up on a past conversation, ElliQ builds a personalized relationship that deepens over time.”
“Finally, ElliQ is goal-based, meaning it’s designed to help users achieve specific well-being and lifestyle goals. Whether it’s promoting physical activity, encouraging social interaction, or providing cognitive stimulation, ElliQ aligns with the user’s personal objectives and actively supports them in maintaining a healthier and more connected life.”
Future Company Goals
What are some of the company’s future company goals? Gad concluded:
“Our vision for ElliQ’s future extends far beyond the home. We are working to integrate ElliQ into new environments including wearable devices and mobile applications. By expanding into these areas, we aim to provide continuous support for older adults, whether they are at home or on the go. Additionally, we are exploring ways to tailor ElliQ’s capabilities to address specific health challenges, such as chronic disease management and cognitive decline, ensuring that users receive proactive and personalized support in their daily lives.”
“At the same time, we recently launched the ElliQ Caregiver Solution, combining the AI companion with a Caregiver App that allows remote health tracking and care coordination. By automating routine caregiving tasks, we aim to reduce caregiver burden and enable more meaningful interactions between caregivers and their loved ones. Through these innovations, we continue to redefine aging and remote care, ensuring that older adults receive the support they need in every stage of life.”
