The fall of AI in the European Parliament offers a lesson for founders: how to build products users can trust

The European Parliament's IT team quietly disabled AI functions on staff devices earlier this year, not out of speculation, but because the features sent data to the cloud, a risk deemed unacceptable for an institution handling confidential legislative work. This incident, though barely noted outside Brussels, underscores a growing concern for consumers: AI devices entering homes, offices, and schools are not created equal, and the differences are becoming critical.

Even before its launch, Apple's rumored next-generation AirPods, said to include cameras, are facing similar scrutiny. While the company states the wearable is not designed for recording users, the immediate question from consumers and journalists highlights a fundamental issue of trust in AI technology. For founders developing AI products for everyday environments, this presents a strategic dilemma. Building for the strictest jurisdiction slows development and increases costs, potentially allowing faster competitors to surge ahead. Conversely, developing leanly risks regulatory backlash and exclusion from enterprise, education, or public sector clients.

A select group of European companies is opting for the more cautious path, offering a clearer framework for evaluating AI devices intended for personal spaces than any regulatory guidelines yet provided. Deep Care, a German occupational health company whose AI coach, Isa, assists nearly 50,000 users in over 280 organizations, exemplifies this approach. Designed to help office workers improve posture and prevent musculoskeletal issues, Deep Care's core design decision was made before most of the product was developed. Their initial version used a smartphone app with cameras, tested by 100 users. However, 92% rejected it, citing concerns about constant surveillance by an internet-connected device with multiple cameras. "I am being watched between eight and ten hours a day by a device connected to the internet with two cameras in front and three behind," explained CEO and co-founder Milad Geravand. "I'm entering my passwords. It sees everything. It sees what I'm wearing, what's behind me. A solution like that makes no sense."

Deep Care subsequently replaced the smartphone and camera entirely, opting for a different technological approach to ensure user privacy and trust. This strategic choice prioritizes user confidence and regulatory compliance over speed, offering a model for how AI products can be responsibly integrated into sensitive environments.

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I am being watched between eight and ten hours a day by a device connected to the internet with two cameras in front and three behind. I'm entering my passwords. It sees everything. It sees what I'm wearing, what's behind me. A solution like that makes no sense.