GoPro Leads Consumer Brands’ Pivot Into AI Infrastructure

Surging investment in generative AI has lifted demand for data centers, optical networking and computing capacity, drawing struggling consumer brands toward faster-growing technology markets. Action-camera maker GoPro’s planned expansion into AI infrastructure and robotics illustrates how companies burdened by slowing sales or debt are using mergers and restructuring to pursue a second source of growth.

GoPro said in 2026 it would merge with Starman Optical, a maker of optical transceivers for AI data centers, in a transaction intended to reduce debt and reposition the company. Financial terms and a closing date were not disclosed. Footwear brand Allbirds and karaoke-equipment maker Singing Machine have also recently shifted toward AI computing and related logistics operations, extending a broader pivot by traditional consumer businesses seeking exposure to the AI investment boom.