Sonos unveiled two new audio products and said it is opening its platform to third-party artificial intelligence assistants, according to Bloomberg Technology. The announcement marks one of the larger product and platform moves under Chief Executive Officer Tom Conrad, who is trying to position Sonos as more than a speaker brand. The new hardware includes the Ace Ultra headphones, priced at $449, and the Beam Ultra soundbar, priced at $699. Bloomberg reports that both products were announced at a Tuesday press event, with preorders beginning Tuesday and release scheduled for Sept. 29. Sonos also rebranded its audio platform operating system to Sonos 27. The Bloomberg headline references a ChatGPT tie-in, while the provided summary and body specify that Sonos is opening the platform to third-party AI assistants; details on how ChatGPT support will work were not included in the provided material. The product strategy is straightforward: Sonos is adding new premium hardware while also trying to make its software layer more relevant as AI assistants become part of consumer-device interfaces. For a company known primarily for speakers and home audio, the platform opening is the more strategic move, but the initial evidence only establishes the direction, not the depth of the integration. For buyers, the immediate change is a clearer refresh of Sonos’ headphone and soundbar lineup at defined price points. For the company, the larger test is whether assistant support and the Sonos 27 platform branding can make its ecosystem feel less like a closed audio stack and more like a broader control layer for listening devices. Who benefits: Sonos customers considering premium headphones or a new soundbar get two newly announced options with firm prices and a Sept. 29 release date. Users who want broader assistant choice may benefit if the third-party AI assistant support is meaningfully implemented. Who's exposed: Competing premium headphones and soundbars face another Sonos entry at $449 and $699, respectively. Sonos itself is exposed if the AI platform opening is perceived as branding rather than a useful product change.