3 Game-Changing Moves GoPro Must Make: Brand Power, Rock-Solid Basics & AI Magic

Pete Cooper uses GoPro’s history as a starting point for three strategic priorities: protect a distinctive brand, make the core product dependable and use AI where it improves the experience of capturing and editing action footage. He connects the company’s appeal to rugged cameras built for people doing things outdoors.

The argument is not that AI alone can revive a product category. Cooper says the fundamentals—reliability, battery life and image quality—must work before software features add value. His proposed AI role is practical: reduce friction between filming an activity and finding, editing or sharing the useful footage.