How Ina Jovicic is Revolutionizing Personal Safety with the Power of AI

"Safety is such an important need for us to be able to excel in other areas of life that if we don't feel safe, we can't do much else." - Ina Jovicic, Co-founder of eNOugh

Personal safety concerns are universal, but they disproportionately affect women and vulnerable populations who find themselves walking alone at night. Whether it's leaving a late dinner, finishing a night shift, or simply getting to a car in a parking lot, 1 in 2 women globally report not feeling safe when walking alone at night.

After being surrounded and attacked by four men when returning home from dinner through a safe area, Ina Jovicic recognized that for personal safety technology to have real impact, it would need to respond to threats in a fundamentally different way—protecting people instantaneously without relying on them to take action themselves. So she set out to build eNOugh and help people live the life they want without fear or limitations.

Introducing eNOugh: The AI Bodyguard for Personal Protection

eNOugh is building an AI-powered wearable safety badge that acts as your miniature bodyguard. Unlike conventional safety devices, which require users to actively press panic buttons or call for help, eNOugh's technology detects threats automatically and responds in real time, helping people navigate situations where speed matters most. 

The badge works by combining advanced AI capabilities with real-world protective features. Its audio analysis algorithms examine tone of voice, word choice, and sentence structure, while computer vision detects dangerous objects, like knives and guns, as well as aggressive behavior patterns. When threats are identified, the device can deploy a unique defensive flashlight that disorients attackers, play de-escalating warning messages designed to change threatening behavior, and connect users with police while providing live location data and video streams.

"Traditionally, the main bottleneck was that we always relied on humans to be able to act in situations of danger, whether that's to call police or press help buttons,” Ina explains. But many people freeze or don't know what to do in moments of panic, making it difficult to respond to these high-pressure situations. And after incidents have occurred, police are often unable to obtain CCTV or private security footage of the scene in a timely manner. 

eNOugh solves these challenges by focusing on "preventing, protecting, and providing." The device’s visible camera acts as a deterrent—criminal psychologists have found that aggressors are 70% less likely to attack when they see a camera—while the AI-powered response system provides real-time protection and evidence collection to aid police response.

The company is initially working to support young women across the US and UK, particularly those in sororities or sports clubs who often have to leave events later at night, as well as healthcare workers, many of whom regularly finish work at 3 or 4 in the morning.

Transforming Safety for Customers Across the World

Although people across the world still feel concerned for their safety on a daily basis, Ina envisions a future where the eNOugh badge becomes a "no-brainer starter pack" item —as essential as "your lipstick, your ID, and your phone." 

Beyond their flagship product, Ina views eNOugh as part of a broader movement in which we begin taking steps to address the worsening crime in cities across the world.

After raising their angel round one year ago, Ina and her co-founders have already built the device’s core features and capabilities, and are now focusing on finalizing the prototype for manufacturing while also closing their next round. From there, the team aims to run closed testing with London police departments to assess the full response loop from threat detection to emergency response.

To learn more about Ina's journey, you can follow her on LinkedIn here. And to keep up with eNOugh as the AI protection badge becomes publicly available, you can visit enoughsafety.com.