OpenAI makes aggressive hardware pivot with trademark applications

According to reports, OpenAI filed a trademark application for various AI-driven consumer hardware devices. This move signals a shift from software and artificial intelligence research to hardware development. Its hardware expansion is expected to offer products such as headphones, glasses, smart watches, smart jewelry, and many others.  

January 2025 started as a rollercoaster for American-based AI companies after the launch of Chinese AI startup Deepseek , a high-performance AI system that rivals OpenAI’s o1 in reasoning capabilities but operates at a fraction of the cost. Deepseek’s edge over the market-leading ChatGPT is that the system is said to have been created with $6M using less advanced chips and was completed and launched within a couple of months compared to the billions and years it took to create ChatGPT. 

Following the introduction of Deepseek, OpenAI promptly dropped hints of its plans to develop hardware devices with AI capabilities for consumers. 

Notably, it’s not uncommon for companies to file a wide range of trademarks for ideas, some of which they never develop past the drawing board. However, OpenAI seems committed to making all the moves to bring its hardware development aspirations to market. 

OpenAI’s hardware development 

On January 31, 2025, OpenAI submitted a comprehensive trademark application to the United States Patent and Trademark Office (USPTO). The application included plans to develop products like headphones, glasses, smartwatches, smart jewelry, and virtual reality and augmented reality headsets. 

These products are expected to integrate seamlessly with OpenAI’s advanced AI technologies, enhancing user experience through AI-assisted simulations and training. 

CEO Sam Altman has been very vocal about the company’s plans to expand into the hardware development market. He told Nikkei Asia that OpenAI plans to develop AI-powered consumer tech. The timeline for the production of the hardware technology is unknown as of now, as the CEO stated that even the creation of prototypes would take years.

The company is also exploring the development of AI chips to be launched by 2026 to improve the performance of its AI models. The success of this venture would reduce its reliance on Nvidia’s GPUs.  

OpenAI’s robot technology 

The trademark application submitted by OpenAI also included user-programmable humanoid robots and humanoid robots with communication and learning functions.

OpenAI previously shut down its robotics team in 2021 due to challenges with obtaining sufficient data to train its AI models for physical machines. 

In 2024, the company revived its robotic research efforts and restructured the team, hiring Caitlin Kalinowski, Meta’s former hardware lead, to head the efforts in integrating AI with physical systems.

Also in 2024, Jony Ive, the former Apple design chief confirmed that he was working with Sam Altman on an AI consumer device. The company’s move into hardware development puts it in competition with Meta Quest and Apple’s Vision Pro. 

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