Like many hardware companies, such as Apple and Samsung, Oura is looking at ways it can use the advancing capabilities of artificial intelligence to give users more personalized insights. Smartphone makers have spoken about so-called "AI agents," which they see as assistants that are able to anticipate what a user wants.

Oura is testing out an AI product called Oura Advisor in a similar vein.

"Think of it as the doctor in your pocket that knows all the data about you," Hale said.