The line between utility and privacy invasion is narrowing again in Menlo Park’s laboratories.
According to the New York Times, Meta is planning to introduce a facial recognition feature for its smart glasses Ray-Ban, with a launch that could occur as early as the end of this year.
The project, internally known as Name Tag, would allow users to frame a face and immediately obtain information about the person’s identity through the AI assistant integrated into the device.
A move that Mark Zuckerberg would consider essential to differentiate the product from the competition and enhance its daily utility.
Meta is working on facial recognition for its smart glasses
What is most concerning is not just the technology itself, but the strategy with which the company intends to present it to the public.
Internal documents reviewed by the American outlet reveal that discussions about releasing this feature have been underway since the beginning of last year. Initially intended to be tested during a conference for the blind, the idea evolved toward mass distribution.
The most controversial detail concerns an internal memo dated May, in which it is suggested that the current political instability in the United States represents the ideal moment for the launch.
The logic expressed by Meta’s Reality Labs is cynical but clear: introducing such an invasive technology during a period of political upheaval means that many civil rights and privacy groups, which would normally oppose the initiative, would have their resources committed elsewhere.
This approach marks a sharp about-face compared to five years ago, when Facebook, then, decided to dismantle its facial recognition system in photo tags precisely to seek an ethical and legal balance.
How it would work and the concrete risks
Despite the ambitions, Meta is still evaluating the operating limits of ‘Name Tag’. The options on the table include the possibility of recognizing people already present among the user’s contacts or unknown individuals who have public profiles on platforms like Instagram.
For now, the ability to identify anyone indiscriminately seems off the table. However, the company’s official statement remains vague: Meta says it intends to take a thoughtful approach, while acknowledging market interest in such solutions.
The fear that these tools could be misused is not theoretical. Already in 2024, two Harvard students had demonstrated the vulnerability of public privacy using Meta Ray-Ban glasses paired with third-party facial recognition software like PimEyes, successfully identifying strangers on the Boston subway.
While Meta had responded emphasizing a notification LED during recording, the native integration of such a function would render surveillance much more immediate and less cumbersome.
Market pressure and competition
The acceleration on this front is not accidental. The commercial success of Ray-Ban Meta, which EssilorLuxottica says has surpassed seven million units sold in 2025, pushes the company to seek new “killer applications”.
Additionally, the shadow of competition lengthens: rumors suggest Apple is preparing to launch its own smart glasses by the end of the year.
Although lacking augmented reality, Apple’s devices promise higher build quality and advanced AI capabilities, forcing Meta to go all in on software features, even at the cost of reopening old privacy wounds.
