Meta has been positioning the glasses as a vehicle for some of its most futuristic technology, namely AI and extended reality. During the company’s annual Connect conference in September, CEO Mark Zuckerberg announced new Meta AI integrations for the Ray-Bans, including live language translation and memory. These capabilities are powered by the same AI platform implemented in Meta’s family of social media apps, including Instagram and Facebook. Around the same time, Meta extended its partnership with Ray-Bans owner EssilorLuxottica through 2030.
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Smart spectacles are also Meta’s leading horse in the extended reality category. While it continues to offer the immersive Quest headset, the tech company is focused on building a new pair of smart glasses called Orion, which received significant attention at last year’s Connect when Zuckerberg teased the device. Little is known about Orion, although as with the Ray-Bans, it is more similar to ordinary glasses than the bulky Quest and Apple’s competing headset, the Vision Pro.
Meta’s last Super Bowl ad, a 90-second spot from Anomaly LA, highlighted Quest, following members of an animatronic house brand as they moved through the metaverse. Meta’s only other Super Bowl ad aired in 2020, when the company was still called Facebook.