"Cybertrucks for the Face?"

The TL;DR: Meta has partnered with Kylie Jenner to release a new, cheaper line of Meta Glasses and is facing backlash from social users concerned about privacy and those who have a general distaste for expensive celebrity spokespeople pushing AI tech. While the POV-style filming tech is being made more accessible, it’s also sparking conversation about living in a 24-hour surveillance state.

In partnership with mega-celebrity Kylie Jenner, Meta released the latest iteration of their Meta Glasses, “Starfire” starting at $299 — vastly cheaper than previous collaborations with Oakley or Ray-Ban. They still include the contested camera feature but boast a unique AI spin: a built-in assistant voiced by Kylie herself. Why Google something when you can ask Kylie Jenner, right on your face?

With one commenter calling the glasses “Cybertrucks for the face,” Meta’s use of Jenner has been criticized as an attempt to normalize the inclusion of these hands-free filming devices in everyday life. In the launch video, Kylie shows how she captures photos, showing off a manicure, and even pets her cat. But, there’s no mention of one of the more pervasive use cases seen online: creators recording incognito videos interacting with people without their knowing.

Privacy has become a growing point of concern among Americans who use social media, but content shot in the often-misnamed “POV” style (which Meta glasses allow the user to properly record in) can be highly engaging and well-received. Grillos Pickles saw over 70 Million views on a single reel using Meta glasses, with commenters even saying they hope they’ll appear in a future video. Food influencer Natashahasthemunchies has seen similar success on her Meta glasses content. Her reviews have garnered attention for their authenticity and for her level of respect whilst wearing the recording device. These executions have come across incredibly authentic and even wholesome, while entirely avoiding the incognito “rage bait” recording of it all.

While unconfirmed, there are theories that Meta glasses content is rewarded in Meta’s algorithm with increased views. This would make sense, as the platform promoting content filmed with their own product in turn promotes the product itself. The intimate style of content the glasses provide could also be why it performs well: it places the viewer in the eyes of the creator, allowing them to feel fully immersed, as if they were the ones wearing the glasses.

For brands, before diving into content using Meta glasses with hopes of pleasing the algorithm, it’s important to ask if your audience will appreciate the tactic or if they have privacy concerns that might be amplified. The general consensus around AI is also a consideration when promoting the use of tools that leverage it. Consider how your brand would benefit from POV-style content weighted against the current conversations so that you can properly read the room.

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