GoPro is making a dramatic pivot into the artificial intelligence arena, announcing a definitive merger with private photonics firm Starman Optical that will push the action-camera maker into AI data center and defense markets. Shares closed up 40% on the news, according to a company release.
CEO Nicholas Woodman said the merger will allow GoPro to grow across consumer, commercial, and defense markets as a leading American imaging and optical solutions company, addressing national security needs tied to cameras, optics, and AI infrastructure. The company declined to provide additional details about the move beyond the release.
Deal terms and shareholder payouts
Under the terms of the deal, GoPro shareholders will receive a cash payment of $285 million, or $1.14 per share, and the stock will remain listed on the Nasdaq. The company also noted that its $92 million debt will be repaid at the closing of the deal.
GoPro said it will continue to fully support its existing consumer products and its subscription and cloud platform while investing in growth and a broader, diversified product roadmap.
Notable shareholders: Markiplier and BlackRock
The news is particularly significant for some high-profile investors. YouTuber Markiplier, who acquired a massive 8.5% stake according to a July 13 filing, stands to benefit considerably. Private equity firm BlackRock also disclosed a 6.4% stake earlier this summer.
GoPro has had a rocky history since going public in 2014 at $38 per share. The company has struggled to win investor confidence in the years since, trading at penny stock levels until just a few days ago.
Consumer names chase AI
GoPro is not alone in pivoting toward the AI boom. In April, struggling retailer Allbirds announced it would shift away from making sustainable shoes into AI compute and hardware, rebranding itself as Smartbird.
Smartbird CEO Nadia Carlsten defended such pivots in a recent interview on CNBC’s “The Exchange.” She said people often roll their eyes at things they don’t understand, but emphasized that it’s about building a product, developing a pipeline of customers, and making sure the world understands what you’re building—getting customers to sign contracts to actually sell them your product.
Source: www.cnbc.com — https://www.cnbc.com/2026/09/01/gopro-stock-ai-data-centers.html
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