Sonos Acquires Snips to Boost On-Device Voice Control
Sonos purchases AI startup Snips for $37.5 million to enhance voice commands for its speakers. The deal focuses on improving basic playback controls without replacing major voice assistants.
Sonos acquires Paris-based AI startup Snips to improve voice control capabilities on its speakers. The $37.5 million deal, which quietly closes on November 14th, brings Snips' 50-person team into the Sonos family. Sonos clarifies that this move is not about competing directly with Alexa or Google Assistant, but rather about enhancing the ease of use and control for music playback.
Snips specializes in fast, private, on-device voice processing designed to work alongside general smart assistants. This technology allows Sonos to reserve custom voice control for basic functions like playing, pausing, or skipping tracks. By processing these simple commands directly on the device, Sonos delivers quicker response times without relying on an internet connection.
This acquisition highlights the intensifying competition in the smart speaker market, where rivals are closing the gap in both audio quality and smart features. Snips' unique on-device processing helps Sonos stand out by offering specialized performance that other speakers lack. Ultimately, this strategic purchase ensures Sonos speakers remain competitive by blending premium sound with highly responsive, private voice commands.