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Amazon logo on a brick building exterior in San Francisco on Aug. 20, 2024.

Smith Collection | Gado | Archive Photos | Getty Images

Amazon plans to acquire wearables startup Bee AI, the company confirmed, in the latest example of tech giants doubling down on generative artificial intelligence.

Bee, based in San Francisco, makes a $49.99 wristband that appears similar to a Fitbit smartwatch. The device is equipped with AI and microphones that can listen to and analyze conversations to provide summaries, to-do lists and reminders for everyday tasks.

Bee AI CEO Maria de Lourdes Zollo announced in a LinkedIn post on Tuesday that the company will join Amazon.

“When we started Bee, we imagined a world where AI is truly personal, where your life is understood and enhanced by technology that learns with you,” Zollo wrote. “What began as a dream with an incredible team and community now finds a new home at Amazon.”

Amazon spokesperson Alexandra Miller confirmed the company’s plans to acquire Bee. The company declined to comment on the terms of the deal.

Amazon has introduced a flurry of AI products, including its own set of Nova models, Trainium chips, a shopping chatbot, and a marketplace for third-party models called Bedrock.

The company has also overhauled its Alexa voice assistant, released over a decade ago, with AI capabilities as Amazon looks to chip away at the success of rivals like OpenAI’s ChatGPT, Anthropic’s Claude and Google’s Gemini.

Ring, the smart home security company owned by Amazon, has also looked to introduce generative AI in some of its products.

Amazon previously experimented in the wearables space through a health and fitness-focused product called Halo. It sunset the Halo in 2023 as part of a broader cost-cutting review.

Other tech companies have launched AI-infused consumer hardware with mixed success.

There’s the Rabbit R1, a small square gadget that costs $199 and uses an OpenAI model to answer questions, as well as the AI pin developed by Humane, which later sold to HP.

Meta‘s Ray-Ban smart glasses have grown in popularity since the first version was released in 2021.

OpenAI in May acquired Jony Ive’s AI devices startup io for roughly $6.4 billion. The company reportedly plans to develop a screen-free device.

WATCH: Top AWS executive on the outlook for generative AI