Voice AI is the next platform shift. GP is already building it.
The technology is becoming a commodity. The experience is the differentiator. Gigantic Playground is the experience agency designing what brands sound like, feel like, and behave like in a voice-first world.
Meta AI Glasses: voice gets a body
Ray-Ban Meta sold over a million pairs in 20241, and Meta's AI experiences now run on Llama 42. Glasses turn voice AI into something always-on, hands-free, and contextually aware of what you're looking at. For our clients, this is the thinnest line yet between a brand and a customer's daily field of view.
Early use cases are already concrete: real-time translation, hands-free capture, voice-driven calls and messages, and "tell me what I'm looking at" vision queries for shoppers, travelers, and field workers3. Meta has put two Super Bowl spots behind the form factor in two years — a level of investment that signals a platform, not a niche.
The category is moving fast. In June 2026, Meta and EssilorLuxottica launched Meta Glasses, a new line starting at $299 in three frame styles (Meta Adventurer, Meta Fury, and a Kylie Jenner collaboration), with Meta AI powered by Muse Spark built in from day one, 26 styles to choose from, and over eight hours of battery.4
Days earlier, Snap shipped Specs, standalone augmented-reality glasses that put a real display in front of your eyes: turn-by-turn directions, live translation, and gesture-controlled apps rendered into the world rather than only spoken into your ear.5 Audio-first or display-first, the trajectory is the same. Voice AI is leaving the phone and taking up residence on the face.
Meta's "Hey Meta, Who Eats Art?" Super Bowl LIX spot — Chris Pratt, Chris Hemsworth, and Kris Jenner using Ray-Ban Meta to identify Maurizio Cattelan's $6.2M banana.
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If your brand has a physical space, somebody is about to walk through it wearing AI on their face. The question is whether you've designed for them.Matthew Morey · CTO, Gigantic Playground
Alexa+: a platform shift inside the home and the store
Alexa+ rolled out to all U.S. Prime members in February 2026 as Amazon's first true generative voice assistant6. The Multi-Agent SDK is the unlock: brands can now run their own conversational agent alongside Alexa, with native handoff7.
GP is the Amazon Devices Experience Agency of Record. We designed the Store-within-a-Store at Nebraska Furniture Mart and built the orchestrator that ties devices, lighting, and screens into a single demo. We are already shipping conversational retail — the Multi-Agent SDK extends that work into the home.
"Meet the new Alexa" — Amazon's introduction to Alexa+, the generative-AI upgrade that turns the assistant from command-response into multi-turn, agentic conversation.
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Tesla, Grok, and the in-car voice race
The car is becoming the most opinionated voice platform on the road. Tesla rolled "Hey Grok" hands-free voice into its fleet via xAI8. BMW's iX3 launches with Alexa+ in H2 20269. Mercedes MBUX 4th Gen runs Microsoft, Google, and Cerence AI across 25 languages with emotional speaking styles10. SoundHound debuted agentic voice commerce for vehicles at CES 202611.
The OEMs have the platform. They do not have the brand voice. That is the gap.
BMW's Intelligent Personal Assistant with Amazon Alexa+ — the first automaker to integrate Amazon's generative-AI assistant directly into the vehicle, debuting in the iX3.
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Where we can help
Five places we are already working, and where we are looking for the next conversation.
Retail
Voice-enabled in-store experiences and Alexa+ integrations. Extends our SWAS work for Amazon Devices.
21.2% of the conv. AI market12Mobile/Web Apps
Every digital experience and mobile app in your portfolio will need a voice layer. We design the moments where voice actually beats a tap.
Product experienceAutomotive
Branded in-vehicle voice experiences for OEMs, tier-ones, and the brands riding shotgun.
OEMs & tier-onesEntertainment
AI characters for attractions, events, and branded activations. The creative frontier — and the place a great experience travels furthest.
Themed attractionsHospitality
Voice experience design for hotels, stadiums, and venues — anchored on Alexa Smart Properties and beyond.
Venues & smart propertiesSomething else?
If you have a voice problem that doesn't fit the five above, that's usually the most interesting conversation. Talk to us.
Open callThe technology is commodity. The experience is the differentiator. That is the entire job.Lindsey Harris · CXO, Gigantic Playground
Talk to us
If you have a voice problem, a platform decision, or a prototype you want to ship in 90 days, we should talk.
Start a conversationReferences cited throughout this brief.
- Android CentralMeta sold over 1 million units of Ray-Ban smart glasses in 2024
- Android CentralNew Meta AI app provides a Llama 4-powered challenge to Gemini
- Meta NewsroomNew Ray-Ban Meta Smart Glasses Styles and Meta AI Updates
- MetaWe're Partnering With EssilorLuxottica to Launch Meta Glasses
- Snap NewsroomIntroducing Specs Augmented Reality Glasses
- TechCrunchAlexa+, Amazon's AI assistant, is now available to everyone in the U.S.
- Amazon DeveloperIntroducing AI-native SDKs for Alexa+
- CNBCTesla and xAI's Grok shows promises and risks of AI chatbots in cars
- BMW Group PressBMW Intelligent Personal Assistant expanded to include Amazon Alexa+ technology
- CerenceCerence powers voice and AI-driven features in next-generation Mercedes-Benz MBUX
- SoundHoundCES 2026: SoundHound AI Unveils Agentic Voice Commerce for Vehicles and TVs
- Grand View ResearchConversational AI Market Report