Sonos Launches AI-Integrated OS and New Ultra Hardware

Sonos Inc. introduced a strategic shift toward artificial intelligence and new hardware during a press event on Tuesday. The company unveiled the Ace Ultra headphones, priced at $449, which feature a user-replaceable battery and built-in Wi-Fi for platform integration. It also debuted the $699 Beam Ultra soundbar, which utilizes AI-driven speech enhancement and upward-firing speakers for Dolby Atmos. Both products are set for release on September 29.

Alongside the hardware, the company rebranded its operating system to Sonos 27. This new platform opens integration to third-party AI assistants, including Google Gemini, Amazon's Alexa+, and OpenAI's ChatGPT. Sonos also launched Sonos 27voice, an internal large language model for general knowledge queries, and Sonos Fabric, a software update that enables Move 2 and Play speakers to operate as rear surrounds.

Chief Executive Officer Tom Conrad stated that these developments are intended to reposition the company as more than a speaker brand. Technical details provided by executives highlighted the reengineering of the Beam Ultra center channel and the implementation of new voice assistant filters.