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Bragi: The AI Audio OS for Hardware's Next Chapter
How a Munich startup turned a failed consumer product into a B2B powerhouse enabling AI audio for the future.
Bragi is the invisible intelligence powering the next generation of audio hardware. They don't sell earbuds anymore; they sell the brain that makes them smart, turning any device into an AI-powered audio product.
"Bragi pivoted from selling hardware to selling the software brain that makes hardware intelligent. That's the definition of a smart exit strategy."
The Pivot from Headphones to AI Infrastructure
Bragi launched in 2014 with the Dash, the world's first truly wireless earbuds, raising millions on Kickstarter. They were hardware pioneers. But hardware is a brutal game. They realized their true value wasn't in plastic and batteries, but in the sophisticated software stack they built to manage audio, gesture controls, and on-device processing. They pivoted to B2B, licensing their 'Bragi OS' to other manufacturers. Today, they generate $30.4M in revenue selling software, not headphones—a testament to their strategic foresight in the crowded consumer electronics space.
The 'Audio OS' Moat
Bragi isn't just an app; it's a full-stack platform. Their tech stack (jQuery, Tailwind, Bootstrap) on the web side is standard, but the real magic is their embedded OS. They provide the firmware, AI models, and user interfaces that allow brands to skip years of R&D. With 98 employees and a focus on 'enable your audio products with AI,' they've positioned themselves as the 'Intel Inside' for the audio wearables industry. Their platform handles everything from noise cancellation to voice commands, making them a critical infrastructure layer.
Their website traffic reveals a focused B2B strategy. With 53% direct traffic, it suggests strong brand recall among partners and developers. The 28% organic search is driven by high-intent keywords like 'Bragi Labs software engineering intern' and 'Bragi GmbH,' indicating they are a known entity in the European tech talent pool and among industry insiders, rather than a consumer-facing brand chasing mass search volume.
- The 'Bragi OS' is their core IP—a turnkey solution for OEMs to build smart audio devices.
- They've successfully transitioned from a hardware consumer brand to a B2B software infrastructure provider.
- Their 1.7/5 Trustpilot score is likely legacy baggage from the hardware era or unrelated support issues, as their B2B model operates on enterprise contracts, not public reviews.
Bragi is the Silent Architect of the Audio AI Revolution
While the world debates the next big consumer gadget, Bragi is quietly building the software layer that will power it.
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Reviews (18)
I want to share an amazing experience …
I want to share an amazing experience i've had with the Bragi Team, although my product was delayed for months... I got very frustrated by the delivery time itself, but with some weekly contact and personal updates from the Bragi Team, i really got the spirit back, and i must say - It's an absolute fantastic product! - So thank you for good customer service! // Marcus Skovsbo Reetz
I loved my headphones and they were a…
I loved my headphones and they were a reliable cheaper alternative to the dash and the dash pro, however i lost the charger and now unable to use my device. At one point the shop used to sell spare parts, unfortunalty that isnt the case any longer and they were unwilling to sell me a spare charger, and suggested ebay instead or amazon for a new pair. Now my headphones are useless.
Amazing Kickstarter campaign that …
Amazing Kickstarter campaign that managed well until the end. There were delays like any other, however, I got mine earlier than others because of being an early backer. It cuts off occasionally. Firmware updates have been provided and kinda support and improve the connection and other little hassles in terms of using it. However, still, very good considering it is their very first model. Recently heard them selling a brand new version with a lot more features like AI incorporation and stuff. Really excited to try them out later. It is somewhat expensive though. A pricy product, good quality Kickstarter management. Future is brighter for them.
NEVER received my headphones!!
Paid for two Bragi headphones and NEVER received them!! I was so excited to receive them but to my utter horror, I have been given the runaround by Bragi for over a year (told to just be patient) and now they are not even responding to my emails anymore. Absolutely disgraceful! I have no idea what to do now and am utterly disappointed in this terrible business. If anyone reading is considering giving your money to Bragi, I'd definitely think long and hard before throwing your money away.
Do not buy Bragi Dash Pro
I first bought the Bragi Dash Pro in September of 2017. Yes, that was a while back but I really look after my electronics(I still have the first iPad which works very well and all my old cell phones). I do a number of different sports, swimming, gym, running, touch rugby, kite surfing, and the occasional triathlon. I bought the Bragi Dash pros as they fitted my needs even though the price take was very high. I really enjoyed them and used them 5 days a week for 6 months. The battery life is not great but the product was good. I then used then for another 6 months with the same results, always keeping them clean and well cared for. I then did not use them again until the beginning of this year 2020, as I was traveling and honestly I forgot about them. I started in a new job and went back to the gym and thought I have the perfect thing my Bragi Dash pros, I charged them up and put them in my ears and they worked well. I then thought I would upgrade the software as it has been a while and there might be some improvements. I followed the instructions online and all looked good as I got confirmation that the Bragi Dash pro's were upgraded successfully. I put them in my ear and heard nothing, I charged them, reconnected them, still nothing, plugged them into my laptop, it picks them up successfully but still nothing when I put them in my ears. I then contacted support whom takes a few days as well as a few follow-up emails to get a response. Eventually, I got support, I went through all the troubleshooting steps which all in all took about a week and a half. I was told I could get a replacement which I was very happy about but after I contacted the next support team(another few days) they told me they cannot give me a replacement as they are out of warranty. This was very annoying and frustrating as they only stopped working because of a software update from Bragi. So now after doing the correct thing I have an expensive paperweight. I have asked to get the older version of the software as that worked but was told that would not work. Long story short I would not recommend these earbuds, rather buy wireless earbuds from reputable companies like Samsung, Jabra, Apple etc.
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bragi.com uses 16 technologies across their website including Vimeo, Font Awesome, HSTS, and more.
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bragi.com receives approximately 10.2K monthly visitors and ranks #1,762,304 globally. The website has a bounce rate of 45% with visitors viewing an average of 3.4 pages per visit. Users spend an average of 1:28 on the site.
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