Meta is working on a new facial recognition feature for its Ray-Ban smart glasses. Internally, the project is called "Name Tag". According to a report in the New York Times, the feature is expected to launch later this year. The goal is to automatically recognize individuals and provide them with information via Meta's AI assistant. This move once again places Meta in a technologically sensitive area. Facial recognition in everyday life has been controversial for years, especially when used in public spaces.
Meta is continuously developing its smart glasses. The Ray-Ban models, which have been on the market since 2021, are considered a success. Partner EssilorLuxottica, which produces the glasses jointly with Meta, announced this week that more than seven million units were sold in 2025.
Mark Zuckerberg is apparently aiming to clearly differentiate the devices from competing products. The planned "Name Tag" feature is intended to make the glasses' AI assistant more suitable for everyday use and to strengthen Meta's position in competition with other tech companies.
What "Name Tag" is supposed to do
The feature is intended to automatically detect people within the glasses' field of vision. Information about that person could then be provided via the AI assistant. According to sources involved in the planning, Meta is currently examining various options.
- Detection of people with whom a user is connected via a meta-platform
- Identifying individuals with a public account on a meta-platform like Instagram
- No function that allows any person in public to be researched.
Meta will therefore decide exactly who can be tracked by the technology.
Internal documents and political considerations
An internal document from May of last year shows that Facebook's parent company had been discussing the introduction of "Name Tag" since the beginning of last year. The original plan was to first present the feature to participants of a conference for the blind. However, this step was not implemented.
An internal memo from Meta's Reality Labs also addresses a strategic timing for the release. It states that the feature should be launched in a "dynamic political environment". Many civil society groups, from whom criticism is expected, are focusing their resources on other issues. This passage suggests that Meta is anticipating potential public backlash.
U-turn after earlier withdrawal from facial recognition
The current plans represent a significant change of direction. Five years ago, Facebook shut down its facial recognition system for automatically tagging people in photos. At the time, the argument was that it was necessary to find the right balance between technological innovation and privacy concerns.
The first version of Ray-Ban smart glasses also did not include facial recognition. Reports indicate that technical challenges and ethical concerns prevented its introduction.
Practical examples and critique
That the technology is fundamentally feasible was demonstrated by an incident in 2024. Two Harvard students combined Ray-Ban Meta glasses with the facial recognition service PimEyes and used them to identify strangers on the Boston subway. A video of the experiment was later released and went viral.
Meta responded by pointing out that the glasses have a small white LED in the upper right corner of the frame. This lights up when a photo is taken and is intended to create transparency.
Critics point out, however, that such a display does not prevent images from later being evaluated using external facial recognition systems.
"Super-Sensing": Continuous data collection
Additionally, Meta is apparently working on so-called "super-sensing" glasses. This model is designed to keep cameras and sensors permanently activated in order to record a person's entire daily routine.
Such a function would further intensify the discussion about privacy, as it would allow not only individual recordings but also continuous data collection.
Competition from Apple and Google
Meta isn't alone in the smart glasses market. According to reports, Apple plans to release its own smart glasses by the end of this year. The device is said to be comparable to Meta's Ray-Ban and Google's Android XR glasses, but with a higher-quality finish. The planned Apple glasses are expected to:
- Cameras and microphones included
- Integrate AI functions
- Taking photos and videos
- Provide translations
- Provide detailed directions
Augmented reality features are not planned, and data privacy is a top priority. Competition between Meta, Apple, and Google is likely to further accelerate the development of smart wearables.
Statement from Meta
In a statement to the New York Times, Meta emphasized:
We're building products that help millions of people connect and enrich their lives. While we frequently hear about the interest in this type of feature – and some products already exist in the market – we're still thinking through options and will take a thoughtful approach if and before we roll anything out.
More features, more criticism: Meta's plan in focus
Meta is once again pushing ahead with the integration of facial recognition into consumer products with "Name Tag". After its earlier withdrawal from facial recognition on the social network, this move represents a strategic U-turn.
This could give Ray-Ban smart glasses significantly more features and differentiate them from the competition. At the same time, considerable questions remain regarding data protection, privacy, and social acceptance.
Whether and in what form Meta actually introduces the feature will be crucial in determining how facial recognition becomes established in everyday life. (Image: Shutterstock / columbo.photog)
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