Even the best technology in the world doesn’t sell itself.  According to Proto Founder and Executive Chairman David Nussbaum, the real work of building a category is helping the buyer feel the impact of the product before their customers ever experience it.  That’s a lesson he learned decades before Proto existed, as a radio executive. Nobody got excited buying thirty spots in a broadcast rotation, but the moment an advertiser could own the sponsorship attached to every stolen base or home run in a sports broadcast, the conversation changed completely.  They weren’t just buying airtime anymore, they were buying the moment fans would remember.

That’s a similar principle behind every Proto deployment today.  The hardware is just the delivery mechanism.  A Proto Luma in an airport terminal, as a museum installation, or display on a retail floor.  What’s actually exclusive is what’s inside it: the multilingual avatar wayfinder greeting travelers in their own language, the AI product expert speaking in a retailer’s tone and expertise, the CEO or celebrity beaming in for a live experience built around one brand’s voice.  That unrepeatable experience belongs to whoever claims it, in that space, in that moment, even as Proto keeps growing into new locations and industries.

Proto is increasingly being recognized as the face of AI, especially in physical spaces, not just as a hologram company.  Most people still think of AI as a chatbot on a screen, but Proto is what happens when that intelligence gets a presence in the room.  Every partnership, every pilot, and every rollout offers the same opportunity: a brand new category waiting to be claimed.  Proto exists to help our customers own the moment nobody else can.