Parmy Olson, Columnist

The $11 Billion Oura Ring Is Finding Its Voice

October 17, 2025 at 3:30 AM UTC

Parmy Olson is a Bloomberg Opinion columnist covering technology. A former reporter for the Wall Street Journal and Forbes, she is author of “Supremacy: AI, ChatGPT and the Race That Will Change the World.”

Oura rings.
Photographer: Bloomberg/Bloomberg

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The Oura Ring’s chunky shape might look strange if you’ve got spindly fingers, but the Finnish company behind the health-tracking jewelry makes up for that with a generative-AI powered adviser. And it marks a shift that other health-tracking tech services should consider making.

Services like Garmin Ltd. and Fitbit and the Apple Watch offer a flood of numbers and scores, but little in the way of help making sense of it all. That’s where Oura Health Ltd. has an opportunity to leverage generative AI.