Don’t call them anymore "earphones"

Thinking that earphones today are only used for listen to music and make phone calls it’s like believing that the smartphone is only useful for telling home that it’s time to throw away the pasta and for sending messages of New Year’s greetings.

Evolution has made them smaller, it’s true, it has freed them from the cumbersome wire (with all due respect to the nostalgic fashion that wants a return to the cable and its tangles in the bag) but above all it has freed them from the function of simple audio accessories for turn them into intelligent devices capable of filtering noise, improving calls, translating, recording and synthesizing information.

This is the direction in which, according to Faraz Mehdi, managing director for the United Kingdom, Ireland, Italy, Spain and Portugal of Anker Innovationsthe earphone market is moving.

The company, born in the world of charging and now also active in audio, smart home, security and entertainment, looks to Europe as a a fragmented but mature marketwhere users demand technologies that are useful, compatible and not tied to a single ecosystem.

With the new Soundcore Liberty 5 Pro and Liberty 5 Pro Max, Anker brings artificial intelligence directly to the wearable device, focusing on call clarity, productivity and everyday use of AI. The simultaneous translation function, once you get the hang of it (and it really only takes a few minutes), can be a turning point when traveling or during business meetings.

Evolution, however, It also opens up questions about privacyconsent and management of voice data, especially in the European regulatory framework.

What is Anker’s true identity today: consumer electronics, smart technology company or personal ecosystem platform?

Today, Anker Innovations is much more than a consumer electronics company. We see ourselves as an ecosystem of smart technologies built around people’s everyday needs: energy, audio, security, smart living and entertainment. Our mission is to “ignite possibilities through cutting-edge innovation,” while our vision is to “build a playground where makers inspire other makers.” This reflects our ambition to not only continually fuel a spirit of innovation and creation within our organization, but to inspire it across the broader ecosystem of partners, creators, developers and consumers who interact with our brands. The common thread across all of our brands is making advanced technology more useful, accessible and reliable, helping consumers simplify everyday tasks, stay connected and focus on what really matters. In this sense, Anker is not simply a collection of product categories, but an ecosystem designed to empower modern lifestyles through meaningful innovation.

You drive very different markets. What differences do you see between these countries in how consumers adopt smart devices and AI-based technologies?

In Europe, adoption is not uniform. The UK and Ireland tend to embrace new smart and AI-based solutions very quickly. Spain and Portugal are very receptive when technology clearly improves lifestyle and convenience. Italy is a very interesting market because consumers are demanding: they value design, practicality and concrete benefits in real life, not innovation as an end in itself.

Italy is described as an urban, noisy, social and highly mobile market, with professionals always connected between trains, airports, coworking and congested cities. Is this the profile of the new European consumer that Anker is looking at?

Yes, Italy reflects many characteristics of the new European consumer: mobile, connected, multitasking and often busy working in different environments. Trains, airports, coworking spaces and crowded cities create a real need for technologies that help people communicate better, stay focused and move seamlessly through their day. At the same time, Italians have a unique characteristic: they attribute authentic value to the quality of life. Family, friends, personal relationships, good food and overall well-being remain at the center of everyday life. This is why technology should not simply add new features, but help people save time, reduce friction and simplify daily tasks. Ultimately, the most valuable innovations are those that give people more time and energy to focus on what really matters.

With Liberty 5 Pro and Pro Max you bring AI directly into your earphones. Why is it important to move AI from the cloud or smartphone to the wearable?

Bringing AI closer to the wearable device is important because it makes the experience faster, more personal and more contextually aware. Earphones accompany us in very intimate and real moments of everyday life: calls, commutes, work and travel. Integrating intelligence directly into the device allows the product to respond more naturally to the user’s environment and needs.

Today, many products are defined as “AI” even when artificial intelligence is marginal. In your case, what is the concrete difference between a traditional earphone and a truly intelligent earphone?

The difference is that traditional earbuds play sound, while smart earbuds actively understand the context around the user. They can improve voice clarity, reduce background noise, support translation, handle calls, synthesize information and adapt to different situations. AI becomes useful when it solves concrete problems in everyday life.

The calling function is at the heart of the product, with noise reduction, voice separation and bone conduction sensors. In a market that has focused heavily on music, design and ANC, why bring an apparently classic function like making a phone call back to the centre?

Calls may seem like a classic feature, but today they are more important than ever. People work remotely, make calls on the go and communicate in noisy environments. Sound quality isn’t just about music anymore; it’s also about being heard clearly and professionally wherever you are.

The Liberty 5 Pro Max introduces AI Note-Taker, with recording, transcription, synthesis and to-do lists from the case. Which user is this function designed for?

AI Note-Taker is designed for professionals, students, creators and anyone who needs to acquire information while remaining hands-free. It is especially useful during meetings, interviews, lectures, events or business trips, when users need to quickly and effectively record key points, summaries and follow-up actions.

A product capable of recording and summarizing conversations inevitably raises questions of consent, privacy and responsible use. How do you intend to address these issues, especially in Europe and within the framework of the GDPR?

Privacy and responsible use are key, especially in Europe. Features such as recording and transcription must be used transparently, with user control and in compliance with local regulations, such as GDPR. The goal is not to replace consent or responsibility, but to provide tools that users can manage consciously and safely.

Apple and Samsung compete with very closed and integrated ecosystems. Anker, on the other hand, works more across platforms and devices. Can this neutrality become a competitive advantage in the European market?

Absolutely yes. Many European consumers use a mix of devices from different brands and operating systems. Our platform-agnostic approach gives users the flexibility to choose the products they like without being locked into a single ecosystem. We believe that openness and compatibility are becoming increasingly important values.

Looking ahead to the next three years, will earphones remain primarily audio accessories or will they become wearable personal assistants, capable of listening, translating, summarizing, filtering noise and managing part of our digital lives?

We believe earphones are evolving into intelligent personal companions. Audio quality will always remain paramount, but the next generation of products will increasingly help users communicate, access information, stay productive and interact with technology more naturally throughout the day. The future of earphones isn’t just about hearing better, it’s about living more smoothly and working more efficiently.