en.Wedoany.com Reported - The "Natural AI Phone" developed by Brain AI Japan is exclusively sold by SoftBank in the Japanese market. This product abandons the traditional smartphone model that requires users to operate apps themselves, instead adopting an interface where AI directly understands and executes user intentions. Co-representative Director Koki Yasumoto stated that this design is based on approximately 10 years of AI agent technology development, with the core vision of "fundamentally redesigning the relationship between humans and computers."
Brain AI Japan's U.S. parent company was established in 2015, focusing on software development, while the Japanese company leads market expansion. The company has formed a partnership with SoftBank to promote AI starting from the Japanese market. Yasumoto pointed out that traditional smartphones require users to adapt to the device by finding and operating apps to achieve their goals, whereas the AI phone creates a world where AI understands and executes user intentions. Users do not need to operate; the AI acts on their behalf.
The biggest difference of the Natural AI Phone lies in its "Generative UI." The AI generates the most suitable operation screen on the spot based on user needs. For example, when a user searches for a product, the AI collects information across platforms and completes all operations in a single screen, hiding the app concept in the background. The AI aims to become a "personal agent"; the more it is used, the more it learns the user's preferences, behavior, and context, allowing it to accumulate memory almost indefinitely.
Regarding potential user concerns about AI fully taking over, Yasumoto introduced that the product adopts a "Human in the Loop" design, where the final decision for important operations rests with the user. The AI makes suggestions, and the user confirms execution; the AI does not act on its own. Users can also view, delete, and control the AI's memory. The company chose to focus on the Japanese market because Japan has a relatively low AI utilization rate among developed countries, with many people finding the barrier to entry high—especially the difficulty of inputting prompts for many. The company hopes to break down barriers to AI adoption in Japan by providing an experience where users can use it naturally without being aware of the AI.
Yasumoto stated that current features account for less than 30% of the product roadmap. In the future, the company plans to add more features with high-frequency updates while expanding integration with various services. He believes that "agent AI" will become mainstream, with AI handling tedious tasks on behalf of humans, allowing people more time for creation and problem-solving. Ultimately, AI will evolve into a companion that enriches life.
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