Sonos has long been lauded for its exceptional software, particularly its user-friendly app that served as the control center for its audio products and music services. However, the company’s recent app redesign in 2024 was met with significant backlash due to its poor execution and loss of key features. While the app has since improved, the landscape of music apps is rapidly evolving with the integration of advanced AI capabilities, posing a substantial challenge to Sonos’ position in the market.
Amazon, Google, Apple, and Spotify are at the forefront of this AI revolution, enhancing their music services with intelligent assistants. Amazon’s recent announcement of Alexa+, an advanced AI assistant integrated into the Amazon Music app, exemplifies this trend. Alexa+ offers conversational and nuanced music requests, such as recommending music to impress a teenager or finding similar songs with faster tempos. This level of interaction and personalization is a significant leap forward, potentially making Sonos’ universal search feature seem outdated.
The timing of this AI advancement is particularly challenging for Sonos, as the app redesign fiasco led many users to explore alternatives. Streaming services like Spotify, Tidal, and Qobuz have robust “Connect” ecosystems that allow direct control of speakers from their apps. Additionally, iPhone users discovered that AirPlay could effectively manage newer Sonos speakers. With streaming apps becoming smarter, users may find less reason to return to the Sonos app, especially if these services continue to enhance their AI capabilities.
Sonos’ initial foray into AI with Sonos Voice Control (SVC) showed promise, but the company’s focus shifted to other projects, such as the Sonos Ace headphones and a streaming video device. This pivot left SVC underdeveloped compared to the rapid advancements in AI assistants from competitors. Sonos’ new CEO, Tom Conrad, acknowledges the challenges, stating that users don’t wake up eager to spend time in the Sonos app. He envisions a future where natural conversations with AI are commonplace, hinting at potential investments in SVC to rival Alexa+.
The critical question is whether Sonos will invest in SVC to compete with advanced AI assistants or continue supporting third-party assistants, allowing users to choose their preferred assistant. The next few years will be pivotal in determining if Sonos remains the architect of its users’ audio experiences or if its products become mere appendages to AI-driven music services, differentiated only by their physical attributes. The company’s ability to adapt and innovate in the face of these AI advancements will shape the future of its sector.
