A young woman attacked on the streets of London has developed a groundbreaking AI-powered safety device to help protect others from violent assaults.
Ina Jovicic, 26, was ambushed by four men while walking back to her student accommodation near Great Portland Street in 2021. Despite fighting back, she was dragged into the road and left with injured knees after the group stole her phone.
Now, just a few years later, she’s turned the terrifying experience into something positive by inventing the first AI ‘bodyguard’ badge.
The device, created alongside two fellow University College London (UCL) graduates, uses artificial intelligence to detect threats or potentially dangerous situations.
Traditionally, personal safety devices have depended on the individual at risk to recognise danger and manually trigger an alert, a demand unrealistic in high-stress or sudden situations. “We’ve placed the burden on people to stay alert, assess risk, and press a button while experiencing fear or shock,” she says. “Our AI removes that bottleneck. It listens constantly, detects threatening language and behaviour, and acts autonomously when someone is unable to.” Without needing to call for help, the badge can trigger flashing lights, issue a pre-recorded warning message, and even livestream footage to a control centre where police can be alerted in real time.
The product is an important counterpoint to the growing public anxiety around AI technologies. “So much of the conversation is about the risks and dangers of AI,” she says. “But this is proof that AI can be used for positive, life-saving interventions in the real world. It can step in when people freeze, can’t react, or when danger escalates too quickly for manual help-seeking.”
Jovicic, originally from Prague with Bosnian roots, was studying for a master’s in entrepreneurship at UCL when the attack happened. Determined to prevent similar incidents, she teamed up with two technical colleagues through the university’s network: Gaelic Jara Reinhold, 23, an electronic engineer from Uruguay, and Alex Chalakov, 23, an AI and software expert from Bulgaria.
Together, the team developed the eNOugh badge, set to launch in January with an expected retail price of £99, plus a £7.90 monthly subscription.
Over several months, the eNOugh team engaged with more than 600 women, collecting detailed accounts of their experiences with feeling unsafe in public. “Every single one had a story,” says Jovicic. The team also worked with criminal psychologists, self-defence experts and police officers to ensure the badge could deliver the right responses to real-world threats.
Once they gathered sufficient feedback, they had a clear roadmap of the features the device needed to include. The response has been immediate: the team has already sold out their initial batch of pre-orders and recently launched an exclusive early-backer offer for those eager to secure a badge ahead of its full release.
The eNOugh team has already raised £240,000 in venture capital and is currently seeking further funding to progress towards manufacturing. Investor interest has come from around the world, including the United States – where heightened concern about personal safety drives demand – as well as countries with higher crime rates. The team believes this points to the badge’s relevance as a truly global solution to public safety. Universities and hospitals are already considering adopting the badge for students and staff, and companies have shown interest in offering it as an employee benefit.
But what really sets eNOugh apart is the team behind it. Built by three young founders who understand both cutting-edge AI and what makes a product genuinely appealing to today’s consumers, the badge reflects a new approach to safety tech. Jovicic and her co-founders are taking their users behind the scenes of the entire journey – sharing their development process openly for full transparency. It’s a level of connection and authenticity that’s proving especially popular with younger generations. Supporters can follow their progress via Instagram account at @founder_ina.
Recognised as one of the InspiringFifty Women in Tech 2025 and winner of Young Entrepreneur of the Year at the Security and Safety Entrepreneur Awards, Jovicic hopes the badge will show how AI can be used for good and finally relieve women from constantly not feeling safe.
“This is AI for good,” she says.
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embedded links:
website: https://www.enoughbadge.com/
behind the scenes journey: https://www.instagram.com/founder_ina/
drive with photos: https://drive.google.com/drive/folders/1CQsdoJdG7W2CXq5CvwN6H9D4VWNkgoWb?usp=sharing
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