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GoPro has decided to join the general buzz surrounding artificial intelligence. The action camera manufacturer announced in an official press release that it has signed a definitive merger agreement with Starman Optical, a privately held photonics company, which will allow it to enter the defense industry and AI data center markets.
GoPro CEO Nicholas Woodman noted in the announcement that this merger is expected to transform GoPro into a leading American developer of visual and optical solutions. According to him, this will drive growth in the consumer, commercial, and military sectors, as well as help address critical national security challenges related to optical systems, cameras, and AI infrastructure.
Following the announcement, the company’s stock price rose 40% at the close of trading. At the same time, GoPro refrained from disclosing additional details regarding this move.
Under the terms of the agreement, the company’s shareholders will receive cash payments totaling $285 million, equivalent to $1.14 per share, and the shares will continue to trade on the Nasdaq. Among the investors who benefited the most from this development was YouTuber Markiplier, who, according to a filing dated July 13, 2026, had amassed a significant stake of 8.5% in GoPro. In addition, earlier this summer, the private investment firm BlackRock reported holding a 6.4% stake.
Since its initial public offering in 2014, when its stock opened at $38 per share, GoPro had long struggled to gain the trust of investors, and its stock remained a penny stock until very recently. The company also assured that its $92 million in debt would be fully repaid following the final closing of the deal. At the same time, GoPro will continue to fully support its existing consumer products, cloud platform, and subscriptions, while investing in its own expansion and product diversification.
GoPro is not the only well-known consumer brand that has decided to turn its attention to the AI industry. In April 2026, the retailer Allbirds, which had been facing difficult times, announced a pivot: instead of producing eco-friendly footwear, the company reoriented itself toward computing systems and AI hardware, changing its name to Smartbird.
Smartbird CEO Nadiya Karsten emphasized in a recent interview with CNBC last week that people are always skeptical of things they don’t understand. According to her, the main task is to create a high-quality product, build a customer base, explain the essence of their developments to the world, and secure actual supply contracts.
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