Adapted by:
Javier Lacort
Senior WriterI write long-form content at Xataka about the intersection between technology, business and society. I also host the daily Spanish podcast Loop infinito (Infinite Loop), where we analyze Apple news and put it into perspective.
Karen Alfaro
WriterCommunications professional with a decade of experience as a copywriter, proofreader, and editor. As a travel and science journalist, I've collaborated with several print and digital outlets around the world. I'm passionate about culture, music, food, history, and innovative technologies.
The collaboration between a technology company like Meta and an iconic eyewear brand like Ray-Ban has given the wearables market a significant boost, driving smart glasses sales to new heights.
With annual growth expected to exceed 60% by 2029, this emerging category of devices will leverage miniaturization and the integration of large language models to transform how users interact with technology.
Why it matters. AI-enabled smart glasses are one of the first real attempts to make technology invisible, seamlessly integrating with everyday accessories.
Unlike the ill-fated Google Glass, these new models successfully combine fashion, functionality and social acceptance.
The numbers. The smart glasses market soared in 2024, expanding 210% year over year, according to Counterpoint Research. Meta dominates the industry with a market share exceeding 60%.
- Sales surpassed 2 million units for the first time.
- In 2023, the market saw 156% growth.
- As of January 2025, nine different AI-powered smart glasses models were available.
The turning point. These wearables have redefined AI-powered smart glasses, delivering genuine utility while remaining discreet and seamlessly integrated. They have set the stage for something much bigger.
Ray-Ban Meta’s success has attracted the attention of other tech giants. Xiaomi, Samsung, ByteDance and Baidu are already preparing to enter the market, with many new models expected to launch soon.
EssilorLuxottica, the powerhouse behind Ray-Ban Meta, has also become highly sought after in Silicon Valley. In addition to Ray-Ban, it owns Oakley, Oliver Peoples, Crizal, LensCrafters, Persol and Supreme, among others.
Yes, but… Cultural factors may make it difficult to replicate this model’s success in certain regions. Counterpoint Research highlights Asia as an example.
In addition, differentiation in such a niche product may also be challenging, as most manufacturers will likely rely on the same standardized components from the same wholesalers.
The next battleground in the tech industry won’t be in our pockets—it will be right before our eyes.
Image | Ray-Ban
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