Insta360 Developing Two AI-Powered Interchangeable-Lens Mirrorless Cameras

Insta360 is developing two interchangeable-lens mirrorless cameras that will incorporate artificial intelligence and unconventional designs, with a prototype possibly slated for a 2027 exhibition debut, according to company founder and CEO Jingkang “JK” Liu.

Insta360 Targets Interchangeable-Lens Market With Two Distinct Models

Insta360 is entering the traditional interchangeable-lens mirrorless market, confirming development plans for two separate camera models. The new systems will place the brand in a market currently occupied by manufacturers including Canon, Nikon, Sony, Fujifilm, Panasonic, and others. Unlike compact or fixed-lens devices, these upcoming cameras are interchangeable-lens cameras, though the company has not yet announced which lens mount will be used or whether it will develop its own lens ecosystem.

The announcement follows a trail of speculation that began earlier in the year when Liu triggered camera rumors by sharing a photo of what looked like a mirrorless camera under development. The subsequent interview with Japanese publication Mynavi News officially confirmed that two distinct products are underway, each carrying a different character. Following the opening of Insta360’s first direct-run store in Japan, the interview with the Japanese publication MyNavi confirmed the firestorm of camera rumors that Liu triggered himself earlier this year.

The information comes from an interview with JK Liu published by Mynavi News, where the Insta360 chief clearly confirmed that the company is developing two types of mirrorless cameras. The two products appear to have different characters. Most of the attention is focused on one of them, as Liu said its shape will depart from the familiar design conventions of current mirrorless cameras. No further information has been revealed about its dimensions, control layout, or lens configuration. It is not yet known which lens mount will be used, whether Insta360 will develop its own lens ecosystem, or whether it will rely on an existing mount. There is also no confirmed information about sensor size, resolution, autofocus, video features, or pricing.

Unconventional Design and Artificial Intelligence Integration

While details regarding sensor size, resolution, autofocus, video features, and pricing remain undisclosed, Insta360 founder and CEO JK Liu emphasized that at least one of the upcoming models will break away from conventional camera architecture. Known for building oddly shaped hardware to accommodate dual-lens 360-degree imaging, the manufacturer plans to apply similar thinking to its new mirrorless line. Insta360 is no stranger to oddly shaped cameras, as the dual-lens nature of 360 imaging requires a design far different than traditional single-lens cameras.

“It will be a shape no one has ever thought of before.”

JK Liu, Insta360

Beyond physical form factors, artificial intelligence will form a core pillar of the project. Liu explained that the systems are intended to make interchangeable-lens cameras more approachable, including for people who don’t know how to use interchangeable lens cameras. By automating technical capture processes and reducing failed shots, the technology aims to let users focus on the moment rather than settings, stabilization, and other operational details. The interview hints that AI will be more of a focus than in cameras from traditional Japanese mirrorless makers, and include tools to automate shooting and reduce failed shots.

During the interview, the CEO indicated that the new Insta360 Luna Ultra was selling well and that the optional head-tracking accessory had been so well received that some orders may be delayed.

Rethinking the Core Photographic Process

The divergence from traditional camera design goes beyond the exterior shell. According to Mynavi News reporting, the user interaction model could fundamentally rethink traditional photography mechanics.

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“This camera has the potential to completely change the way we take pictures with a camera – framing, focusing and pressing the shutter button. I’m really looking forward to seeing what kind of unconventional camera will be unveiled.”

JK Liu, Insta360

This approach aligns with Liu’s previous comments about his ideal camera taking care of as much of the technical capture process as possible, allowing the photographer to focus more on the moment instead of settings, stabilization, and other operational details. Traditional mirrorless makers focus heavily on manual control layouts and optical precision, whereas Insta360 is leaning into automated shooting features driven by software algorithms. That approach is consistent with Liu’s previous comments about his ideal camera taking care of as much of the technical capture process as possible, allowing the photographer to focus more on the moment instead of settings, stabilization, and other operational details.

Timeline and Exhibition Prospects for 2027

Though commercial launch dates and complete technical specifications are still under wraps, the company has pointed toward a major industry exhibition for a potential first public viewing. Liu said that Insta360 may show a prototype at the 2027 CP+ camera exhibition in Japan, but the company has not announced specifications or a commercial launch date.

Liu indicated that a prototype could appear at the CP+ 2027 exhibition, which is scheduled to take place in Yokohama, Japan, from February 25 to 28, 2027. Whether the company meets that exhibition milestone will determine when photographers get their first concrete look at how Insta360 plans to execute its unconventional mirrorless vision.