EssilorLuxottica is pushing deeper into the world of smart eyewear as its Ray-Ban Meta glasses begin to show real commercial momentum, according to Reuters. The collaboration between Meta and the French-Italian eyewear powerhouse has helped boost revenue this year, but analysts caution that concerns about privacy and intensifying competition could hinder the product’s long-term expansion, per Reuters.
The Ray-Ban Meta line, first introduced in 2021, was designed to usher in a hands-free future by enabling wearers to take photos and videos through tiny cameras embedded in the lenses, chat with Meta’s AI assistant, and seamlessly connect to social platforms owned by Meta. According to Reuters, these futuristic capabilities—along with the visibility of the Meta partnership—are helping drive early adoption. But they are also creating alarms among privacy advocates who argue that bystanders have little knowledge or control over how their images and data might be captured.
“AI smart glasses raise significant privacy concerns,” said Kleanthi Sardeli, a lawyer at European digital rights group NOYB. “The main issues are linked to the use of people’s personal data to train AI models and transparency for bystanders.”
Regulators in the European Union have already taken a hard look at the technology. According to Reuters, officials in Ireland questioned whether an LED indicator light on the frames sufficiently warned others when recording was in progress—leading Meta and EssilorLuxottica to enlarge the alert and add a blinking feature. EU rules governing artificial intelligence and data use, including the AI Act and GDPR, remain among the strictest in the world. Enforcement also remains a challenge, as NOYB notes that bystanders often have no way to identify who is filming them.
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Consumer attitudes are split as well. A recent survey from Australia’s Monash University found device owners perceive smart glasses as an upgrade to their lifestyle and social presence, while non-users fear privacy violations and unwanted social changes.
EssilorLuxottica says it is working “with competent authorities to drive innovation, safeguard privacy and set new industry standards.” A Meta spokesperson, per Reuters, referred inquiries back to EssilorLuxottica’s statement.
So far, the Ray-Ban Meta lineup leads the emerging AI eyewear category. Analysts credit the partnership’s marriage of cutting-edge tech with fashionable design—an area where previous attempts, such as Google Glass, fell short. Barclays estimates the company currently holds roughly 60% of the market.
“Instead of trying to make something cool, Meta partnered with people who know what’s cool,” said Ross Gerber, CEO of Gerber Kawasaki, which owns Meta shares.
But EssilorLuxottica’s early advantage may be fleeting. According to Reuters, several major technology companies are preparing their own offerings. Alibaba has launched Quark AI glasses in China. Apple is expected to introduce its first model next year and release it widely by 2027. Google is working alongside Warby Parker and luxury group Kering, targeting a product release in 2026. Amazon and Xiaomi are also exploring the category.
These newcomers could not only squeeze EssilorLuxottica’s share of the smart glasses market but also potentially eat into sales of traditional eyewear, which still makes up a significant chunk of the company’s revenue.
Still, EssilorLuxottica holds powerful assets: a vast global retail footprint of around 18,000 stores and iconic licensing partnerships with fashion houses including Prada, Armani and Chanel. According to Reuters, analysts say this gives the company an edge in both production scale and the ability to reach consumers.
EssilorLuxottica CEO Francesco Milleri, who stepped into the role in 2020, is steering the company toward a larger presence in medical-adjacent technology. Smart glasses are at the heart of that vision. Per Reuters, they contributed more than four percentage points to the company’s nine-month sales growth, helping lift shares as investors warmed to the tech-driven strategy—even though the category remains a small fraction of total revenue.
The company is already expanding its portfolio, including models from Oakley and new designs featuring in-lens displays controlled through a gesture-sensing bracelet. It has also held early-stage discussions with Prada for potential further collaboration, Lorenzo Bertelli told Reuters.
As competition escalates, EssilorLuxottica sees opportunity rather than threat. “A vibrant ecosystem will help us drive market growth, fuel innovation and expand consumer choice,” the company says.
Source: Reuters
