Technology
Sonos Bets on AI and New Hardware to Rebuild Trust After App Disaster
The audio company unveiled refreshed software, two new devices, and AI voice controls—but faces skepticism after 2024's famously botched app rollout.
WIRED — AI
Sonos is rolling out a major refresh that includes an overhauled app, fresh hardware, and AI-powered voice features. The announcement comes as the audio maker works to restore credibility following a 2024 software debacle that stripped features and alienated its user base.
The company's previous app overhaul last year proved catastrophic: users lost critical functionality like volume controls and accessibility features designed for blind people, sparking widespread backlash. Sonos eventually apologized publicly, replaced its CEO, and pledged to rebuild customer confidence.
Rebranding as an 'Audio Operating System'#
Rather than positioning itself solely as a speaker manufacturer, Sonos now frames itself as an audio operating system. The company has named its new platform Sonos 27, which spans both app software and compatible hardware. According to Brandon Holley, interim hardware lead at Sonos, the shift reflects what the company sees as its true identity: "What we actually are is an audio operating system."
The software team, led by vice president Sid Patel, says it designed the new app using a "customer-centric feedback listening approach" that monitors forums like Reddit and community channels. Key improvements include refined navigation tabs, better room organization, and improved volume controls within the app itself.
Generative AI and Voice Control#
The headline addition to Sonos 27 is a feature called Sonos 27voice, which brings generative AI voice control to speakers. Users can request music based on mood, much like with Alexa or Google Home. The system also supports the Model Context Protocol, allowing integration with services like ChatGPT.
The company is marketing customizable AI agents that can trigger speakers in specific rooms at set times, and users can assign different voice personalities—a French chef accent in the kitchen, or a pirate voice in the bathroom, for example. All AI features will be opt-in, allowing users to avoid them entirely.
However, Sonos 27 and its AI capabilities will only work with the company's S2 app, not the older S1 app used for legacy hardware, meaning owners of older Sonos equipment won't access these new tools. The company has not yet detailed product-by-product compatibility or upgrade paths.
