Three years since the arrival of OpenAI‘s ChatGPT, more devices featuring generative AI technology have hit the market in time for the 2025 holiday shopping season, with many offering deals for Black Friday.

Shoppers can pick from more advanced smart glasses, smart speakers with genAI and a pendant AI friend that acts as a confidant.

These latest gizmos come from megacaps like Amazon, Alphabet and Meta and smaller players like Friend and Plaud.

Despite the arrival of this new wave of products, reviews for many of the devices are mixed, and nothing has separated itself as a clear leader of the pack.

That’s in part because much of the spending on artificial intelligence has been focused on other things.

Since ChatGPT was released in late 2022, the bulk of the tech industry has reoriented itself to prioritize building out large language models in a race to reach artificial general intelligence, or AI with the capabilities that are on par with, or surpass, humans.

Thus far, much of the development in Silicon Valley has focused on AI apps, including chatbots like Anthropic’s Claude, image generators like Google’s Nano Banana or feeds for AI-generated short-form videos like OpenAI’s Sora. All things people can access on their existing smartphones without a spiffy new gadget.

But the world of AI hardware is growing fast.

If you’re in the market for the latest AI devices, here’s what’s available to snag this holiday season.

The company unveiled Alexa+ in February, promising a smarter, more conversational and personalized version of its 11-year-old digital assistant. In September, it followed up with a new set of Echo speakers and displays, which are the first devices to come with Alexa+ out of the box. 

The lineup includes a $100 Echo Dot Max, $180 Echo Show, $220 Echo Studio and $220 Echo Show 11.

The Echo Dot Max is an entry-level, all-purpose smart speaker, while the Echo Studio is larger, pricier and offers better sound quality. The main difference between Amazon’s smart displays, the Echo Show 8 and Echo Show 11, is the touchscreen size.  

All of the devices have improved sensors, speakers and microphones.

Amazon is offering 11% off the cost of the Echo Show 11 and 10% off the Echo Dot Max as part of its Black Friday promotions.

With the upgrades, Amazon is aiming to have users engage more often with the devices than their predecessors. Consumers frequently complained that Alexa had grown outdated while the Echo devices offered little utility beyond setting timers, spouting weather forecasts, playing music and controlling smart home accessories, like turning lights on and off. 

Amazon’s recent Alexa ad tries to paint a different picture. 

Comedian Pete Davidson strolls through his kitchen when an Alexa-equipped Echo Show announces, unprompted, that the “Coffee’s on, and your Uber is on its way.” Davidson then casually banters back and forth with Alexa about his preferred nickname. 

The interaction is meant to showcase a few of Alexa+’s biggest selling points — users don’t have to repeat a so-called “wake word” after every command, allowing the conversation to flow more naturally.

The devices can also now connect to external services to take actions on users’ behalf. As of now, Alexa+ can book an Uber or OpenTable reservation, generate a song via Suno, plan a trip through Fodor’s, schedule a repairman visit and purchase concert tickets through Ticketmaster. Amazon has said it expects to add more capabilities soon.

Alexa+ isn’t yet available to the general public. Consumers have to wait to receive Early Access or purchase a new Echo model to use it. 

Amazon is offering Alexa+ for free to users with Early Access, but at some point, the company will begin charging non-Prime members $19.99 a month for the service.

The company is also making moves in wearables.

Amazon in July announced plans to acquire AI company Bee for an undisclosed amount, indicating that it could have more hardware infused with the technology in the works. Bee is known for its $50 wristband that uses AI and microphones to listen to and analyze conversations, then provide to-do lists, summaries and reminders for everyday tasks.

— Annie Palmer

Although the Gemini-powered Google Home Speaker won’t roll out until the spring, Alphabet did deliver some generative AI tech this year.

Launched in August, the Pixel 10 smartphones thoroughly integrate Google’s AI into several features, such as live translation, text-based photo editing and the built-in Gemini assistant.

The baseline Pixel 10 starts at $799, while the Pro lineup includes the $999 Pixel 10 Pro, the $1,199 Pixel Pro XL and the $1,799 Pixel 10 Pro Fold. The Pro line offers a higher quality camera and display, as well as additional video features.

Among the AI products is “Magic Cue,” which connects data across different apps to surface relevant information and suggest helpful actions. For example, if a user receives a message asking about a dinner reservation’s location, Magic Cue can find the answer from the calendar app.

For snapping pictures, Google provides an AI “Camera Coach,” which scans the scene of a photo and offers recommendations about framing, lighting and other techniques to improve the image.

The Pixel 10 Pro phones come with a one-year subscription to Google’s “AI Pro” plan, which typically costs $19 per month and offers multiple AI tools, including writing assistant NotebookLM and video generator Veo 3.

All the Pixel 10 models are currently on sale for $200 to $300 off until Dec. 6, except for the Pixel 10 Pro Fold, which has a $300 markdown until Dec. 2, the company said.

— Jaures Yip

Meta’s partnership with eyewear giant EssilorLuxottica, originally inked in 2019, has spawned a surprise hit in the Ray-Ban Meta smart glasses that both companies are keen to boast about.

With the Meta AI digital assistant, users can command the camera-equipped glasses to take photos, play tunes and to answer questions about nearby landmarks.

In September, the two companies debuted the latest version of the glasses, dubbed Ray-Ban Meta (Gen 2).

The new model has double the battery life of its predecessor and an improved camera. It costs $379, which is $80 than the prior version.

Meta and Luxottica this year also launched two smart glasses aimed at athletes under the Oakley brand.

The $399 Oakley Meta HSTN glasses are pitched toward casual athletes who want to take photos while playing sports like golf, while the $499 Oakley Meta Vanguard smart glasses are geared toward the action-sports crowd, like skiers.

The Vanguard glasses feature a flashier wraparound design and two buttons on the frames’ underside that lets helmet-wearing athletes easily take photos and videos and perform other actions.

For those willing to spend big money and test new technology, Meta and Luxottica also rolled out the $799 Meta Ray-Ban Display glasses in September.

They are the first glasses Meta sells to the public that include a display, albeit a small one, in just one of the lenses. The display is intended to show users small bits of information, like navigation directions. The glasses also include a wristband that utilizes neural technology so users can command the device with gestures like rotating one’s fingers to adjust volume.

Buying the $799 glasses, though, is not easy.

Meta requires that people sign-up for in-person demos at stores like Best Buy and LensCrafters before buying the product, and the company warns that “availability varies by store, so you may not be able to purchase a pair immediately after your demo.”

Early reviews for the display glasses have been mixed.

Some reviewers have praised the device’s color display, camera and innovative wristband. Still, others have criticized its high price and have said its lack of apps limit functionality.

Meta is currently offering a few Black Friday and Cyber Monday deals for some of its various AI-powered smart glasses that will last until Dec. 1.

People can save 20% on all versions of the Ray-Ban Meta (Gen 1) at Best Buy, Target, Amazon and also at Meta’s website and the Ray-Ban website and stores. Meta is also offering 20% off the cost of prescription lenses for people who buy the Ray-Ban Meta (Gen 2) and Oakley Meta HSTN glasses from its website.

— Jonathan Vanian

For example, when one reviewer played a new Taylor Swift song for her AI friend, the device commented through a notification that it didn’t “think it’s bad at all” and “pretty typical for pop.”

The device is at the center of the societal debate about the rise of AI.

Friend plastered a subway station in New York this fall with ads that suggested that the pendant was better than a real friend, promising that it “will never bail on our dinner plans.”

The posters were immediately defaced with messages like “AI wouldn’t care if you lived or died.”

Those wanting to experience what it’s like to wear around an AI friend should place orders swiftly.

The company’s website currently says units will be shipping “Winter 2025/26,” but Friend founder Avi Schiffmann told CNBC that devices ordered early enough will ship before Christmas.  

— Kif Leswing

WATCH: Google releases Gemini 3.0 model, closes gap on ChatGPT

This week, volatility took hold of the AI trade as bubble fears continued to rise and Nvidia‘s blowout earnings failed to steady the market. 

“Unless you’re the most optimistic person on the planet … you know you’re in a bubble, right?” Dan Niles, founder of Niles Investment Management, told CNBC’s Deirdre Bosa. “There is no question you’re in a bubble.”

Industry insiders are also beginning to raise the alarm, with Alphabet CEO Sundar Pichai warning of an overrun.

“Given the potential of this technology, the excitement is very rational. It’s also true when we go through these investment cycles, there are moments we overshoot collectively as an industry,” Pichai told the BBC. “I think it’s both rational and there are elements of irrationality through moments like this.”

At a recent internal all-hands meeting, Pichai reiterated a point he’s made previously about the risks of Google not investing aggressively enough, CNBC reported Friday.

“I think it’s always difficult during these moments because the risk of underinvesting is pretty high,” said Pichai, pointing to Google’s cloud business, which just recorded 34% annual revenue growth to more than $15 billion in the quarter. Its backlog reached $155 billion.

“I actually think for how extraordinary the cloud numbers were, those numbers would have been much better if we had more compute,” he said.

Meanwhile, Google on Thursday surpassed Microsoft in market cap for the first time, as the search giant was lifted by renewed AI momentum. The search company launched Gemini 3 on Tuesday, which shot to the top of AI model rankings. Google also rolled out an updated version of its viral AI image generator Nano Banana on Thursday.

“I’ve never had more fun than right now,” Josh Woodward, vice president of Google Labs and Gemini, told CNBC in an interview. “I think it’s partly the pace, it’s partly the abilities these models give to people who can imagine new use cases and products. It’s unparalleled.”

Nvidia’s earnings on Wednesday failed to restore confidence in the tech trade, despite the company posting a beat-and-raise quarter. Instead, the chipmaker added to fears of escalating geopolitical risk with China. Nvidia’s finance chief Colette Kress told analysts that “sizable purchase orders never materialized in the quarter due to geopolitical issues and the increasingly competitive market in China.” 

Aaron Ginn, co-founder and CEO of the graphics processing unit management company Hydra Host, said the West’s attitude toward Chinese AI is the biggest threat to Nvidia’s dominance.  

“We just have to accept that we fell behind the eight ball in the fact that China is a manufacturing powerhouse,” he said. “We have the ability to beat back that trade balance to where we are now leaders.”

Watch this video to learn more.