Automate case study creation with AI-part1
Let's continue our journey into AI automation. Step 2 : Complex automation with Make.com.
Hello, thank you for reading The Product Courier.
We’re now 2,500+ in the community, thanks. 🙏🏻
In this 44th edition, I want to share with you:
🗞️ Lessons from the Humane Pin debacle.
🧰 How to create case studies on autopilot with AI + automation in Make.
If you're new here, welcome!
I’m Toni, I help B2B companies build products people want to buy with AI-powered GTM and product tactics.
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Happy reading!
News of the week. 📰
Unpinned: Humane AI buzz fell apart 📌
The Humane AI Pin was marketed as the future of personal computing—an AI-powered device meant to replace smartphones.
Backed by $240 million in funding and high-profile investors like OpenAI’s Sam Altman, the startup promised a hands-free, screenless interface that would revolutionize human-device interaction.
Instead, it failed, with HP now acquiring parts of the company for $116 million and discontinuing the product. (sold for less than half of the funding received…)
This case serves as a cautionary tale for product managers and AI builders who get caught up in trends instead of focusing on tangible user value.
What went wrong?
At its core, the AI Pin was a solution in search of a problem.
Rather than addressing a real, pressing need, it was built on AI hype and the illusion of innovation by former Apple Designers.
The device’s challenges were evident from the start:
Lack of a clear use case: Unlike a smartphone, the AI Pin lacked a compelling reason for users to adopt it.
Poor UX: The device was expensive ($699 + $24/month subscription), with limited functionality, requiring users to adapt to a new interaction model.
Consumer Friction: The Humane Pin couldn’t replace a smartphone
People don’t add new devices unless there’s a strong, irreplaceable advantage. The benefits were too limited to justify the cost and friction.
This resulted in very poor reviews, low sales, and eventual collapse.
Why it matters.
The failure of the Humane AI Pin offers a critical lesson: AI is not a magic bullet.
For AI-driven products to succeed, they must address real pain points and provide clear, undeniable value.
The technology evolves, but the fundamentals remain.
Here’s how product teams can avoid falling into the AI hype trap:
Conclusion
The Humane AI Pin was a bold experiment, but its failure shows us that:
Technology alone doesn’t create value—solving real problems does.
AI moves insanely fast, and leaders must resist hype and focus on impact.
Instead of “How can we use AI?”
Try “What problem are we solving, and is AI the best solution for it?”
That’s the difference between innovation and a glorified failing AI gadget.
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Automate case study creation with AI 🤖
“Automation does not need to be our enemy.
I think machines can make life easier for men…” - John F. Kennedy
✅ AI tools save time, but manual tasks slow you down.
✅ Copy-pasting between tools and AI prompts ends up taking lots of time.
✅ Use AI-powered automation to streamline an entire content creation workflow.
✅ It’s easier than it seems—like building with Lego bricks.
How to craft case studies
This week, let’s continue our adventure into the “AI Agentic” world to understand the fundamentals and how you can benefit from it in your work.
In my last article, we explored a simple AI automation flow to segment leads automatically with Zapier.
Let’s take it up a notch with AI automation in Make.com this week.
I want to focus on a Marketing use case that might be familiar to you:
Case studies are powerful storytelling tools that build credibility and trust by showcasing real-world success.
They help transform abstract features into meaningful narratives that resonate with your audience. Yet, creating them is often a cumbersome process for Product Marketers:
Where do you find case study ideas?
Once you do gather real-world relevant info?
Then you need to write the article, the social posts about it, and so on…
Of course, once you have done steps 1 and 2, you can copy-paste the data into your favorite AI assistant to craft the article for you.
But then, you have to:
copy-paste the output into Notion or Google Docs.
copy-paste it again into your AI assistant to repurpose it into a social post.
copy-paste the output generated to post it on each platform.
…and repeat for each case study you want to write.
That is quite a lot of copy-pasting if you ask me. And time wasted on low-value tasks.
Let’s automate all that with AI.
Now imagine:
Customer Support, Product, or Sales tags an interesting call with a customer about their challenges, and share relevant information about your solution.
You add the transcript in Notion.
The call transcript is read and turned into a case study article with the challenges and solutions.
The article is saved in Notion automatically.
Post drafts are generated for Linkedin, X...
You receive a Slack notification to review the content.
This is what we will build with Make.Com. For free.
Make is an automation platform, like Zapier. It is not as easy to use as Zapier, but it is more flexible and offers a generous free tier.
I know this looks scary 🤓. But it’s not, once we break it down.
We will detail the process in 2 articles:
1) this week, automate the article creation,
2) next week, automate the posts and Slack messages.
So, make sure to subscribe and get next week’s article too.
Let’s jump in, and as we tell ChatGPT: take a breath, and let’s proceed, step by step.
Step 1: Map your flow
As I said in the last article, it is crucial to be clear about the journey and the tasks you want to automate first. Analyze your current manual flow and list the steps.
