AI Hardware Is Knocking on the Mass-Market Door — But What Makes It So Hard?

AI hardware may be gaining momentum, but one fundamental question remains: what truly unique value can these devices deliver to users? As AI applications mature, the hardware ecosystem behind them is quickly rising as well.

Data from 36Kr shows that by the first half of 2025, China recorded 114 investment deals in embodied intelligence and AI hardware, with total financing exceeding 14.5 billion yuan. In May alone, more than half of all AI-related investment went directly into hardware.

Products such as AI glasses, AI toys, and AI learning tablets have not only completed early market education but are now moving from niche interest into the mainstream. During this year’s Double 11 shopping festival, more than 100 AI hardware products debuted on Tmall, including Quark’s self-developed AI glasses, Rokid’s latest smart glasses, and next-generation robotic devices. Smart glasses, smart robots, and AI computers all climbed into the top three trending digital categories on the platform.

Despite this rapid rise, prices remain high. Even with major promotions, AI hardware often costs as much as mature smartphones or tablets. Beyond the impact of large models and evolving applications, each hardware category must still answer a fundamental question: what essential value can it provide that justifies the cost? Without a clear answer, these products risk remaining fun add-ons rather than true must-have consumer electronics.

AI glasses exemplify both the excitement and the challenges. Many brands leaned heavily on Double 11 discounts. Quark’s AI glasses launched at 4,699 yuan and dropped to 3,899 yuan with subsidies, or as low as 3,329 yuan for Taobao 88VIP members. Within half a day, it soared to the top of Tmall’s smart glasses rankings. Sales quickly exceeded 4,000 units.

Rokid Glasses, launched in September at a pre-sale price of 3,299 yuan and discounted to 2,894 yuan for Double 11, sold more than 6,000 units with a seven-fold year-over-year surge on Tmall. Xiaomi also entered the race with a more affordable 1,999-yuan model, discounted to 1,709 yuan, which has already surpassed 50,000 units sold on JD.com.

Growth rates are encouraging. Tmall reported a 25-fold surge in the first hour of Double 11 early access, while JD observed a ten-fold increase in the first half of the year. IDC predicts China’s smart glasses shipments will reach 2.9 million units in 2025, up 121%.

The appeal is clear: AI glasses offer one of the most mature on-the-go implementations of AI. They enable hands-free recording, asking questions, navigation, payments, and more. A long press on the frame activates AI instantly, and users can complete Alipay payments simply by looking. Yet functionality is still limited, and glasses must work closely with other devices.

Each brand highlights different strengths. Xiaomi positions its glasses as part of a broader ecosystem linking smartphones, cars, and smart home devices. Quark emphasizes deep integration with Alibaba’s apps and its Qwen model. Rokid works with Alipay to offer instant “look-to-pay” features. Consumer acceptance is rising, with 61% of respondents in a recent report having purchased or planning to purchase AI glasses, and many preferring the 2,000–3,000 yuan price range. Still, the category remains niche due to high prices, limited offline trial opportunities, and a lack of killer applications.

AI toys form another high-interest category. Startup Luobo Intelligent secured significant funding this year, and its AI collectible “Fuzai” quickly became a viral hit. Priced around 399 yuan and discounted during Double 11, Fuzai reached second place on JD’s AI toy rankings. It surpassed 1,000 pre-orders in 10 minutes during its first 618 pre-sale and now sells more than 20,000 units a month. Its personality evolves with user interaction, becoming lively when engaged and withdrawn when ignored.

Another top seller is Niutingting A3, an AI-powered interactive learning device for children, featuring multiple large models such as JD’s JoyInside and ByteDance’s Volcano. Priced around 799–999 yuan, it has sold more than 30,000 units on JD. AI toys incorporate emotional computing and learning capabilities, expanding their appeal from children to young adults and seniors. But pricing varies widely, competition is highly homogenous, and return rates are elevated. Brands need clearer differentiation and more compelling long-term value.

AI learning tablets, however, are performing the strongest. They address real academic needs and have become the most mature segment of AI hardware. Xueersi’s T4 series and iFlytek’s T30 lineup dominate Double 11 learning device rankings, with prices ranging from 5,499 yuan to over 10,000 yuan. Combined sales across major platforms reach tens of thousands of units.

Market growth remains steady. In the third quarter of 2025, China’s learning tablet market saw 1.8 million units sold, with revenue growing 7.4% year-over-year. These devices now integrate large proprietary models such as Spark, JiuZhang, and Galaxy, enabling personalized learning paths and precise problem diagnosis. For parents, the key driver is educational return on investment rather than price. Online channels dominate sales, representing over 70% of total volume.

Yet penetration remains low compared to the 180 million K12 students in China. Learning tablets must continue proving that their educational value exceeds what general-purpose smartphones or laptops can provide. Another challenge lies in usage dynamics: parents pay for the device, but students determine whether it becomes a daily tool or gathers dust.

The surging Double 11 performance of AI hardware shows that once-niche innovations are beginning to enter mainstream consumer life. But for AI glasses, AI toys, and AI learning devices alike, the true breakthrough will come only when they address everyday, practical, and emotionally resonant needs. When AI hardware can consistently solve real problems for ordinary users, it will finally become an integral part of the consumer electronics landscape.