Napster, the iconic music-sharing platform from the early 2000s, is making an unexpected comeback with a bold pivot into artificial intelligence. Following a $207 million acquisition by Infinite Reality, a 3D technology company, earlier this year, Napster has unveiled its ambitious plan to reinvent itself as an AI-powered communication platform.
At the center of this transformation is the Napster View, a $99 hardware device described as a “3D holographic” clip-on accessory designed to attach to computer monitors. The device enables users to video chat with AI agents and digital twins on a separate screen, similar to popular video conferencing platforms like FaceTime or Zoom. The Napster View works in conjunction with the Napster Companion app, which provides access to a suite of “AI experts” for an annual subscription fee of up to $219.
The AI assistant ecosystem includes customizable career coaches, wellness gurus, and other specialized AI agents, all coordinated by a virtual chief of staff. When paired with the device, users can see their AI assistant in 3D, and the assistant can view the user’s environment to provide contextual help—such as offering fashion advice or workspace organization tips. The system also supports screen sharing capabilities.
One of the most intriguing features is the ability to create personalized 3D digital AI twins within the Companion app. These digital replicas can communicate with other users and answer questions on behalf of their human counterparts. Napster CTO Edo Segal described this functionality as “voicemail on steroids” and shared his personal experience using the technology. According to Segal, his digital twin conducts weekly meetings with his 120-person engineering team, gathering updates and issues that are then summarized for him via email.
The Napster View’s design was intentionally crafted to complement Mac computers, and the Companion app will initially launch exclusively on macOS. Segal boldly claimed that pairing the device with a Mac would transform it into “the most amazing AI powerhouse in the world.”
This move positions Napster within the increasingly competitive AI hardware market, alongside tech giants like Apple, which is expanding its Apple Intelligence across devices, OpenAI’s collaboration with former Apple design chief Jony Ive on a mysterious AI device, and Meta’s AI-enhanced smart glasses. When Infinite Reality acquired Napster, the initial announcement suggested plans for branded 3D virtual concert spaces, but this product reveal indicates far more ambitious goals for the resurrected brand.
Key Quotes
Think of it like voicemail on steroids
Napster CTO Edo Segal used this phrase to describe the digital AI twin feature during a virtual demo. This characterization highlights how the company positions its AI technology as an evolution of familiar communication tools rather than something entirely foreign, making it more accessible to potential users.
My digital twin is spending a meeting every week with my entire team of 120 engineers, where they’re talking to my digital twin. It’s been an incredible experience for me.
CTO Edo Segal shared his personal experience using the digital twin technology to manage his large engineering team. This real-world application demonstrates the practical business use case for AI twins in executive management and suggests significant time-saving potential for leaders managing large teams.
If you add this to your Mac device, your Mac becomes the most amazing AI powerhouse in the world
Segal made this bold claim about the Napster View device during the product demonstration. This statement positions Napster as a serious competitor in the AI hardware space and reflects the company’s confidence in its technology, though it also sets high expectations for the product’s performance.
Our Take
Napster’s AI pivot is audacious but faces significant challenges. While the $99 price point is attractive, the $219 annual subscription for AI assistants seems steep compared to competitors like ChatGPT Plus at $20 monthly. The digital twin concept is genuinely innovative—imagine executives scaling their presence across multiple meetings simultaneously—but it raises concerns about authenticity and the quality of AI-mediated leadership. The macOS-only launch is puzzling given that Windows dominates enterprise computing. Most critically, Napster is entering a crowded market against tech giants with vastly superior resources and AI capabilities. The brand recognition might generate initial curiosity, but sustaining interest will require the technology to deliver exceptional value. Success hinges on whether businesses see digital twins as productivity enhancers or poor substitutes for genuine human interaction. This is either a brilliant reinvention or a cautionary tale about overambitious pivots.
Why This Matters
Napster’s pivot to AI represents a fascinating case study in brand reinvention and the democratization of AI technology. The company’s transformation from a defunct music-sharing service to an AI hardware and software provider illustrates how legacy brands can leverage their name recognition to enter emerging markets. More significantly, the introduction of affordable AI assistant hardware ($99) with subscription-based AI services signals a potential shift toward consumer-focused AI products beyond smartphones and computers.
The concept of digital twins for business communication could have profound implications for workplace productivity and executive time management. If successful, this technology might fundamentally change how leaders interact with their teams, raising important questions about authentic human connection versus AI-mediated communication. The competitive landscape is also noteworthy—Napster is directly challenging tech giants like Apple, Meta, and OpenAI in the AI hardware space, suggesting that the market for AI-powered devices is becoming increasingly accessible to smaller players. This democratization could accelerate AI adoption across consumer and business segments, while also intensifying debates about AI’s role in daily human interactions and the potential for AI to replace face-to-face communication.
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Source: https://www.businessinsider.com/napster-view-3d-video-chat-device-ai-agents-digital-twins-2025-10