Razer unveils Project Ava, a holographic AI coach

Razer's newest venture, Project Ava, steps onto the desk as a floating holographic companion that promises to merge personal organization with real-time gaming guidance. The device projects a lifelike avatar that can remind users of appointments, manage to-do lists, and-when a game is launched-offer tactical advice drawn from xAI's Grok, the conversational model powering the demo. By positioning an AI assistant at the intersection of work and play, Razer aims to capture a niche of gamers who also crave streamlined productivity tools. The concept hinges on seamless interaction; users speak to the avatar as they would to a human coach, receiving suggestions that adapt to the game's context and the player's performance. Early impressions suggest the hologram's presence feels less like a novelty and more like an extension of the desktop, a subtle yet persistent reminder that digital assistance can be both functional and personable. Razer is offering a refundable reservation fee for those eager to be among the first to test the system, with a rollout slated for later next year. The move signals a broader trend of hardware makers embedding conversational AI into everyday accessories, blurring the line between utility and entertainment.