The rapid growth of artificial intelligence-powered smart glasses is facing increased regulatory scrutiny in Europe, raising concerns about whether privacy risks could slow the market’s expansion.
EssilorLuxottica, the maker of Ray-Ban, has benefited from strong demand for its Ray-Ban Meta glasses, developed in partnership with Meta. Global shipments of AI-enabled glasses rose to 8.4 million units in 2025, up from about 2.1 million in 2024. EssilorLuxottica’s Meta eyewear accounted for 81.3 per cent of global shipments in the first half of 2026.
However, the devices’ ability to record video, capture conversations and livestream content has raised concerns about people being filmed without their knowledge or consent.
The European Data Protection Board has recommended safeguards including visible recording indicators, sound alerts, notifications to nearby devices and automatic blurring of bystanders’ faces. It also suggested restrictions on livestreaming and the use of smart glasses in sensitive locations such as hospitals and schools.
Norway is planning a temporary ban on AI glasses in selected locations, while Australia is considering restrictions on camera-equipped smart glasses in government workplaces. Data protection authorities in Italy and Austria are also investigating incidents involving the devices in schools.
Despite the concerns, the market continues to attract technology companies. Google and Samsung plan to introduce Gemini-powered smart glasses before the end of 2026, while Apple is also expected to enter the sector.
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The challenge for manufacturers will be to maintain consumer interest while addressing privacy concerns that could limit wider adoption.
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