OpenAI moves into hardware

AI device and advertising in ChatGPT — details and forecasts

OpenAI has announced that it continues to follow its strategic roadmap and plans to unveil its first physical device in the second half of 2026. This was reported by the company’s Director of Global Affairs, Chris Lehane. According to company representatives, this launch will be an important step in OpenAI’s transition from purely software to an ecosystem where hardware and software products work closely together, providing users with new ways to interact with artificial intelligence.

Interest in the device was fueled by insider Smart Pikachu, who in January 2026 revealed that OpenAI plans to release a product that could be considered an “alternative to AirPods.”

The internal code name of the project is Sweetpea. The design is expected to be unusual: the case will be shaped like an egg with two separate “pods” that fit behind the ear (designer Jony Ive involved). Inside each pod is a high-performance processor based on a smartphone chip, making the device capable of performing complex computations without constant connection to a computer or the cloud.

Preliminary data indicate that the cost of materials and components will be relatively high, reflecting the premium market segment, but the gadget itself promises to become a powerful tool for AI, audio, and visual processing. Smart Pikachu reported that the Sweetpea presentation is scheduled for September 2026, allowing OpenAI to carefully synchronize the device release with new ChatGPT features and other company announcements.

Production plans also look ambitious. Foxconn, the assembly partner, is expected to prepare at least five key prototypes and pilot batches by Q4 2028 to ensure scalable manufacturing and testing across regions. This may indicate OpenAI’s gradual approach: first a limited release for early users and corporate clients, followed by a mass launch.

It is worth noting that as early as October 2025, the Financial Times reported that OpenAI was developing a screenless, palm-sized device capable of “receiving audio and visual signals and responding to user requests.” This likely refers to a compact “smart speaker” that will work alongside Sweetpea and expand the OpenAI ecosystem, integrating voice commands, audio, and visual signals in one device.

OpenAI CFO Sarah Friar clarified in her blog that 2026 is seen as a period of “practical implementation.” This means plans go beyond concept demonstrations to real-world deployment of devices in users’ daily lives, launch of commercial features including advertising and monetization in ChatGPT, and testing of new AI use scenarios in home, office, and corporate environments.

From a market perspective, the launch of Sweetpea and related devices could be a turning point. First, OpenAI combines hardware capabilities with its own AI, creating a unique offering at the intersection of technologies. Second, the introduction of a physical gadget opens new opportunities for direct advertising and service integration in ChatGPT, transforming it from a communication tool into a monetization channel. Third, the product may stimulate competition among major gadget and platform makers, including Apple, Google, and Amazon, and accelerate AI adoption in the mass market.

Thus, Sweetpea is not just “smart earbuds.” It is OpenAI’s step toward creating its own ecosystem of devices and services, where AI becomes a real-time everyday assistant, and ChatGPT transforms into a platform with physical embodiment. This project demonstrates that OpenAI aims not to be limited by virtual interfaces but to build a full hardware-software experience for users and businesses.