Meta’s push to make their smart glasses cool

Key takeaways

Meta is actively attempting to reposition their smart glasses as a fashionable and mainstream accessory through collaborations and celebrity endorsements.
Public perception and privacy issues are significant hurdles, with many critics viewing the glasses as invasive and 'creepy,' which may hinder wider acceptance.
Efforts to increase AI adoption among women are part of a broader cultural push, but there’s skepticism about whether these campaigns are effective or simply marketing tactics.
The success of Meta’s glasses evolving into a cultural phenomenon appears to rely heavily on marketing, partnerships, and influencer gifting rather than organic consumer demand.

Summary

Meta’s Efforts to Revamp Their Smart Glasses Strategy

Meta initially launched their Ray-Ban smart glasses in 2021, which were considered uncool and mainly bought by gadget nerds as experiments. Recently, Meta has been working to rebrand these glasses by enhancing their technical features—such as integrating AI and live stream capabilities—and collaborating with fashion brands like Caperni and Oakley. They have also signed pop culture icons like Kylie Jenner and Teyana Taylor to promote the product, aiming to broaden their appeal beyond tech enthusiasts and target a more mainstream audience, especially women.

Public Reception and Privacy Concerns Surrounding Meta Glasses

While the celebrity endorsements increased visibility, they also raised privacy concerns, with many perceiving the glasses as invasive or creepy—referred to as 'pervert' or 'creep' glasses. Users reported that the glasses' design made it difficult not to record or intrude upon others' privacy, leading to social discomfort and negative perceptions. For example, a woman who used the glasses during a vacation and cooking classes realized that the unobtrusive recording capability was sometimes perceived as intrusive, affecting her interactions with others.

Gendered Perspectives and Control of AI Technologies

The discussion also touched on broader issues of gender and technology, noting a gender gap in AI usage and societal efforts to encourage women to adopt AI tools. Celebrity campaigns and phrases like 'girl bossing' AI reflect a cultural push to make these technologies more appealing and accessible to women, although there’s skepticism about whether these efforts are genuinely effective or merely marketing strategies.

Market Dynamics and The Future of Meta Glasses

Carrie Batten suggests that making Meta’s glasses mainstream may depend more on aggressive marketing and strategic partnerships rather than organic acceptance. The widespread gifting of glasses to influencers and fashion communities indicates that Meta is investing heavily in marketing rather than relying solely on everyday consumer demand. The future of these glasses becoming a cultural staple likely hinges on persistent marketing efforts rather than their inherent utility.

Show notes

When Meta Ray-Ban glasses were launched in 2021, they didn’t perform so well on the market. But in recent years, Meta has been partnering with fashion brands like Coperni and with pop culture figures like Kylie Jenner and Teyana Taylor, in order to expand their demographic reach.

Kylie Jenner recently launched her own model of Meta glasses, called Starfire. But the campaign didn’t go over especially well, says Carrie Battan, a contributing writer at New York Magazine. Putting a spotlight on the glasses has only increased scrutiny — with some calling them “pervert glasses”.

Marketplace’s Meghan McCarty Carino spoke with Battan about her recent piece in New York Magazine’s “The Cut”, where she tracks Meta’s push to make smart glasses cool.

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The Cursed Quest to Make Meta Glasses Cool from The Cut