From Action Shots to AI Plots: GoPro Stock Goes Viral
GoPro’s bold pivot into AI data licensing sparks a market rally but raises questions about long-term execution and capital needs.
Editorial Team (ET)September 17, 2025
GoPro shares jumped nearly 40 percent after the company revealed a bold new strategy that goes beyond its iconic cameras. The spark came from two announcements: strong quarterly earnings and the launch of an AI Training Licensing program that taps into over 125,000 hours of subscriber video content. Adding fuel to the fire, GoPro filed a new registration statement hinting at a possible capital raise. For a company long criticized for relying too heavily on hardware, this was a narrative-shifting moment.
GoPro’s AI Training Licensing program is not just another tech buzzword. It leverages the vast video library amassed by its subscribers, turning raw user-generated footage into valuable training data for artificial intelligence models. In an era where data is the new oil, this move signals GoPro’s ambition to position itself as more than a camera company. It’s a pivot toward monetizing digital assets in a way that investors didn’t expect.
This approach offers a double edge. On one side, it opens a fresh revenue stream in a market where demand for video datasets is exploding. On the other, it underscores the company’s struggles with declining retail and direct-to-consumer sales. For GoPro to thrive, the transition from hardware sales to digital licensing must be more than just a temporary sugar rush.
Wall Street loves a good story, and GoPro’s pivot provided exactly that. Investors who once wrote off the stock as another hardware casualty are rethinking the long-term potential. The AI angle has injected optimism that the company can capture growth beyond cameras. The stock surge reflected a hunger for signs that GoPro can reimagine itself in a digital-first world.
But the enthusiasm is tempered by reality. GoPro projects $767 million in revenue and $59 million in earnings by 2028, compared to current losses of more than $400 million. This means that while the growth story is compelling, the financial execution remains a steep climb.
GoPro’s registration statement, filed alongside the AI announcement, raises an eyebrow. Is the company preparing to tap equity markets to fund its digital expansion? A potential capital raise could provide the resources needed to scale AI licensing and other digital initiatives. Yet, it also risks diluting existing shareholders.
This balancing act—growth versus dilution—is at the heart of GoPro’s investment debate. Investors must decide whether the short-term price pop justifies the longer-term risks tied to capital raising.
The investment community remains divided. Fair value estimates for GoPro range wildly, from as low as 60 cents to as high as $35 per share. That spread reflects the uncertainty around its fundamentals. Can GoPro truly reinvent itself, or is the AI narrative just a temporary distraction from declining camera sales?
For now, the market has spoken with a surge in price. But divergent opinions signal that volatility will remain a defining feature of the stock.
