PullString

About PullString

PullString, originally established as ToyTalk in 2011, was acquired by Apple in 2019 and its operations were subsequently integrated and shut down as a standalone entity. The company was founded by a team of former Pixar executives, including Oren Jacob, who served as CEO, and Martin Reddy, who was the CTO. Their collective experience in animation and storytelling at Pixar heavily influenced the company's direction, aiming to create more engaging and character-driven conversational experiences with technology.

The firm specialized in providing a software platform, PullString Converse, which enabled developers and content creators to design, build, and publish voice-powered applications for various platforms, most notably Amazon Alexa and Google Assistant. The platform offered a comprehensive suite of tools, including authoring software and an artificial intelligence-powered conversation engine, designed to handle complex, interactive dialogues. This allowed clients, which included major entertainment companies and brands, to create sophisticated, character-driven voice experiences without requiring deep expertise in AI or machine learning. The business model centered on providing this technology as a service, empowering companies to build everything from interactive toys to branded voice applications for smart speakers.

The PullString Converse platform was distinguished by its emphasis on combining creative authoring with powerful AI. It provided a visual interface for writing and storyboarding conversations, making it accessible to writers and designers, not just programmers. The underlying AI could manage context, remember past interactions, and deliver nuanced, lifelike conversations, a direct application of the founders' background in creating compelling characters and narratives at Pixar. After its acquisition by Apple, the team and its technology were absorbed to enhance Apple's own voice assistant, Siri, and other AI-related products, leading to the discontinuation of the PullString platform for public use.