OpenAI and Meta bet on cute AI agents in new hardware devices

Dedicated AI hardware has had a rough go of it, with products like the Friend and Humane AI Pin facing criticism and lackluster adoption. But OpenAI and Meta aren't backing down. Both companies are preparing to enter the market with physical devices paired to endearing AI agents they hope will capture consumer interest over the next year.

OpenAI's approach with Jony Ive#

OpenAI is collaborating with celebrated former Apple designer Jony Ive on a hardware project that won't arrive before February 2027, according to public filings. The company recently introduced Dots, a new AI agent platform featuring customizable colorful creatures with eyes. When pressed during a press briefing about whether these agents might eventually live in hardware, CEO Sam Altman suggested it was a "very reasonable thing to assume we may do someday"—a hint at future integration.

Meta's faster timeline#

Meta is moving more aggressively, with a pendant-shaped device called the Muse Charm targeting a release before the holiday shopping season. The device sports a screen displaying Meta's Muse AI agent—a cute character that brings to mind vintage Tamagotchi devices. CEO Mark Zuckerberg positioned it as a wearable keychain designed for quick voice interactions and visual input when handheld AR glasses aren't available.

Priming the market with agents first#

Both companies appear to have learned from their competitors' missteps by rolling out AI agents before hardware debuts. The strategy: build enthusiasm and demonstrated utility for the software, then offer physical form factors once users are convinced of the value. Thibault Sottiaux, OpenAI's head of core products, indicated that ChatGPT will evolve into a personal assistant accessible across multiple channels—email, text, phone calls—until the distinctions between interaction methods fade away.

Altman emphasized that Dots is designed as an always-on collaborator capable of handling large, ongoing projects while learning about the user over time, setting it apart from earlier, less capable agent iterations.

Early hiccups ahead#

Both bets remain uncertain. Meta's Muse has already faced scrutiny over concerning security issues on Facebook Marketplace, and a Dots voice demonstration at OpenAI's DevDay conference encountered technical difficulties, signaling there's still work ahead.