The company has attracted significant investment, including from prominent figures such as Adam Cheyer (co-founder of Siri) and Brendan Iribe (co-founder of Oculus VR). Bobak’s approach to AR is unique in its focus on integrating advanced vision capabilities into glasses, offering a distinct alternative to the more conventional AR devices in the market.

Before founding Brilliant Labs, Bobak ventured into AR with two startups focused on developing computer vision software with AI for existing hardware platforms. Despite challenges in these ventures, his passion for AR technology persisted, leading to his eventual establishment of Brilliant Labs in Hong Kong in 2019, which later moved to Singapore. Bobak runs the company alongside two partners, Raj Nakarja and Ben Heald​​​​.