GoPro joins AI bonanza with pivot into data centers as shares skyrocket 38%

GoPro pivots into AI data centers as shares skyrocket 36% Skip Navigation Markets Business Investing Tech Politics & Policy Video Watchlist Investing Club PRO Livestream Menu Key Points GoPro announced it would merge with Starman Optical, a private photonics company. The company will move into AI data center and defense markets. Youtuber Markiplier recently acquired a massive 8.5% stake in GoPro. In this article BIRD GPRO Follow your favorite stocks CREATE FREE ACCOUNT A GoPro HERO13 Black action camera is displayed at a Costco warehouse store on July 29, 2026, in Arlington, Virginia. Kevin Carter | Getty Images GoPro is joining the artificial intelligence craze. The action camera maker announced on Tuesday it would enter into a definitive merger with Starman Optical, a private photonics company, and expand into AI data center and defense markets, according to a release. "We expect this merger to enable GoPro to grow across consumer, commercial and defense markets as a leading American imaging and optical solutions company, addressing important areas of national security related to cameras, optics and AI infrastructure," said GoPro CEO Nicholas Woodman in the release. Shares rocketed 38% following the news. GoPro declined to share additional details about the move. As part of the deal, the company's shareholders will receive a $285 million cash payment, or $1.14 per share, and the stock will remain listed on the Nasdaq. One of the shareholders benefiting most from the news is Youtuber Markiplier, who acquired a massive 8.5% stake, according to a July 13 filing. Private equity firm BlackRock also disclosed a 6.4% stake earlier this summer. Since going public back in 2014, when it debuted at $38 a share, GoPro has struggled to gain the confidence of investors in the years since, trading at penny stock levels until a few days ago. The company also said its $92 million debt will be repaid at the deal closing, and that 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." GoPro isn't the only well-known consumer name eyeing the AI boom. In April, struggling retailer Allbirds announced it would pivot away from making its sustainable shoes into AI compute and hardware, rebranding itself as Smartbird. Read more CNBC tech news He beat Big Tobacco. Will the same playbook work against Meta and social media? OpenAI to end model access to Cursor after acquisition by Elon Musk's SpaceX Tech backlash reaches fever pitch as AI angst collides with social media fears Apple hikes subscription prices for Apple TV and Apple One in the U.S. Stock Chart Icon Stock chart icon GoPro stock chart. Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news. Softbank's SB Energy files for IPO, says it's 'substantially dependent' on OpenAI CJ Haddad 4 hours ago OpenAI's ad business shows blistering growth, hits $1 billion annualized revenue run rate Ashley Capoot OpenAI data center chief Chris Malone is out, the latest in a string of executive exits Ashley Capoot Read More