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Google will soon unveil an AI-powered personal health coach for the Fitbit app. Powered by Gemini, the health coach will be available to Fitbit Premium subscribers. Google will roll out a preview in October with the latest Fitbit trackers, Fitbit smartwatches, and Pixel Watches. Our take: The AI arms race has hit the health app and wearables space, and Google/Fitbit beat rivals to the punch with an AI personalized health coach. Highly customized health recommendations will be a must-have in the next iteration of digital health tools. Players in this space must ensure their AI-delivered guidance is reliable, while not turning off consumers with pricey subscription requirements.

The news: Apple is bringing back blood oxygen monitoring for Apple Watch as part of its health and wellness features. Apple discontinued the feature in the US in 2023 after a patent dispute and court ruling forced the halt. The takeaway: Apple still leads smartwatch brands with a 22% market share, but its dominance has slipped. Health and wellness features incorporating AI assistance are key for future growth. Tech companies should market wearables as health tools for consumers, especially to older demographics who have greater health needs but lower smartwatch adoption rates.

The news: Amazon is acquiring AI wearables company Bee, opening up a path for the Big Tech player to reenter the wearables field. The startup sells $49.99 AI-powered watches, which record and transcribe all conversations. Amazon said all Bee employees have been offered roles at the company. The value of the deal wasn鈥檛 disclosed. Our take: With Bee鈥檚 technology鈥攁nd its endlessly refreshed user data鈥擜mazon could incrementally improve its beleaguered Alexa or train future products. If the company plans to keep Bee running, rather than cancel the product and use its software elsewhere, it could have substantial competition in the AI wearables space鈥攅specially if OpenAI launches an AI device.

The news: Samsung is exploring innovative new wearable formats, including smart jewelry. Won-joon Choi, Samsung鈥檚 COO of mobile experience, told CNN that AI advancements could power a 鈥渘ew wave鈥� of devices beyond the smartphone. 鈥淲e believe it should be wearable, something (that) you don鈥檛 need to carry. 鈥� It could be something that you wear: glasses, earrings, watches, rings, and sometimes (a) necklace,鈥� Choi said. Our take: As the shift toward hands-free, voice-first wearables accelerates, companies should start building applications designed for screenless experiences like voice-driven customer service tools, workforce productivity assistants, or sponsored fitness programs.

On today鈥檚 podcast episode, we discuss how the world鈥檚 largest online retailer is weathering tariffs so far, the biggest takeaway from Prime Day, and why Amazon鈥檚 AI future could be wearables. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Analyst, Rachel Wolff. Listen everywhere you find podcasts and watch on YouTube and Spotify.

The news: AI dominated Wednesday鈥檚 Made by Google event, where the company unveiled its Pixel 10 lineup. Google pitched Gemini as 鈥減ersonal intelligence,鈥� framing it as a universal AI assistant across smartphones, wearables, smart homes, and connected cars. The showcase feature, Magic Cue, anticipates user needs by pulling data from Gmail, Calendar, and Messages to suggest timely actions. Our take: If features like Magic Cue prove indispensable, Google gains a recurring revenue stream and deeper ecosystem lock-in. If they fade as gimmicks, Pixel risks remaining a niche brand, especially if competitors can provide similar apps or services.

The news: During a Congressional subcommittee hearing, HHS Secretary Robert F. Kennedy Jr. laid out his vision for all Americans to use a wearable with health-tracking capabilities within four years. Our take: Marketers should use Kennedy鈥檚 enthusiasm for wearables to their advantage. They should get out in front of the government鈥檚 ad campaign by developing their own promotions that inform consumers of 飞别补谤补产濒别蝉鈥� evolved health-tracking features beyond just counting calories and steps. They could target people who aren鈥檛 as familiar or have never used a health wearable due to price concerns or lack of tech-savviness.

US smart wearable users will surge past 100 million by 2025 as AI capabilities drive adoption. Generational preferences, device convergence, and rising form factors like smart glasses and rings will reshape the market through 2028.

The news: Samsung鈥檚 just released Galaxy Watch 8 series comes equipped with new health and wellness features for sleep, stress, and activity. Our take: Samsung鈥檚 new features (e.g., antioxidant measuring, vascular load) are too niche to move the needle in consumer adoption. Health wearable players should lean into product capabilities that easily integrate with smartphone apps and that aren鈥檛 overly complex or clinical, such as chatbots delivering personalized recommendations based on user activity, exercise, and nutrition data.

The news: Snap announced its sixth-generation AR smart glasses at the 2025 Augmented World Expo (AWE). The wearables will be available to the public for the first time since 2016, potentially unlocking a new revenue stream beyond ads. The lightweight consumer smart glasses, called Specs, will launch in 2026 and include an 鈥渦ltra-powerful wearable computer.鈥� Our take: Snap鈥檚 next-gen smart glasses could diversify its revenue streams and show off its AR prowess. But unless the price tag is affordable and competitive, users may continue to just use Snapchat鈥檚 AR filters on their phones.

AI will become deeply woven into daily life in 2025. Autonomous agents, smart devices, AR glasses, search engines, and digital twins are making AI an ambient presence in how we work, shop, browse, and interact with the world.

US wearables forecast 2025: Health and wellness features are driving consumer adoption of wearables. AI-powered capabilities could be next. But doctors aren鈥檛 as enthusiastic about relying on health data in their practice鈥攜et.

Wearables will surpass 100 million users this year as AI advancements push adoption to nearly 40% of adults, marking a shift from niche tech to mainstream.

Millennials remain the strongest wearables adopters.