Meta has revealed a new generation of AI-powered smart glasses, marking the first time the company has launched a wearable eyewear product under its own branding rather than partnering with established fashion labels such as Ray-Ban or Oakley.

The new range, called Meta Glasses, arrives alongside a celebrity collaboration with Kylie Jenner, whose signature edition sits at the top of the lineup. Two additional versions, known as Adventurer and Fury, will also be available.

The launch represents an important shift in strategy for Meta. Previous smart glasses developed by the company relied heavily on the branding power of major eyewear manufacturers. By placing the Meta name front and centre, the company is signalling greater confidence in its own consumer technology brand as competition in AI wearables continues to intensify.

At the heart of the new glasses is MuseSpark AI, Meta’s latest artificial intelligence platform. The technology replaces the Meta AI assistant previously found in the company’s smart eyewear and is also expected to roll out to existing Ray-Ban Meta and Oakley Meta devices.

Meta says MuseSpark delivers more advanced conversational abilities and improved contextual awareness. The system can respond to spoken questions, analyse surroundings in real time and provide information based on what the wearer is looking at.

According to the company, the upgraded AI can assist with everyday tasks ranging from finding nearby restaurants to checking sports results and managing schedules.

Like previous Meta smart glasses, the new models incorporate cameras, microphones and speakers directly into the frame. Users can capture photos and videos, make phone calls, listen to music and interact with the AI assistant entirely through voice commands.

Meta Glasses

Pricing starts at approximately A$460 for the Adventurer and Fury models, while the Kylie Jenner edition is expected to retail for around A$615. That positions the new glasses below several of Meta’s existing premium smart eyewear offerings. Current Ray-Ban Meta glasses start at approximately A$585, while Oakley Meta models begin at around A$615. Higher-end variants can reach approximately A$770.

The lower entry price could help Meta attract a broader audience as it attempts to move smart glasses beyond early technology enthusiasts and into the mainstream market.

The company continues to view wearable technology as a key part of its long-term strategy. Meta has invested heavily in artificial intelligence, augmented reality and next-generation computing platforms, with executives repeatedly describing smart glasses as a potential successor to smartphones for many everyday tasks.

By combining AI-powered features, fashion-focused designs and celebrity marketing, Meta is hoping to accelerate consumer adoption of connected eyewear. Whether shoppers are ready to embrace AI assistants built directly into their glasses remains uncertain, but Meta is making it clear that it sees wearable AI as a major part of the future.