Has Ray-Ban become a kingmaker in tech ?

© Nadine Shaabana/Unsplash

EssilorLuxottica, which markets Ray-Ban glasses, is not a technology company. However, at a time when the big tech players are engaged in a race for mixed reality and artificial intelligence, this company could become a kingmaker. As you may already know, the Meta group markets connected glasses that it designed in partnership with Ray-Ban. And apparently, Google is also interested in a collaboration with this iconic brand.

Meta Group is investing tens of billions of dollars to develop mixed reality glasses powered by artificial intelligence that could replace smartphones in a few years. In the meantime, it is marketing its “Ray-Ban Stories” smart glasses, which are equipped with a camera and use the Meta AI assistant. Thanks to this partnership with Ray-Ban, Meta’s smart glasses are not only technological products, but also lifestyle products. In addition, Ray-Ban’s designs and brand are easily recognizable.

A competition between Meta and Google ?

This strategy is paying off, since in February, Mark Zuckerberg indicated that sales of the second generation of Ray-Ban Stories glasses exceeded the expectations of Meta and EssilorLuxottica. This partnership would be so important for the group that it would intend to enter the capital of EssilorLuxottica. According to an article published a week ago by the Wall Street Journal, Meta would consider acquiring a stake of about 5%.

However, according to the site The Verge, Google has also reportedly contacted EssilorLuxottica executives to discuss integrating its Gemini artificial intelligence into connected glasses. During its I/O conference in May, Google presented a concept called the Astra project: artificial intelligence compatible with connected glasses which is capable of analyzing the user's environment, and answering questions related to the objects found there.

A perfect format for mixed reality, and multimodal AI

For the moment, this information should be considered with caution, since they come from unofficial sources. But in any case, whether for mixed reality, or assistants based on generative AI, the connected glasses format is ideal. And Ray-Ban's brand and designs are a plus that can boost sales of this type of product.

• Meta already sells connected glasses with Ray-Ban
• And according to recent rumors, Mark Zuckerberg's company would like to invest in this brand
• But, at the same time, Ray-Ban has also been approached by Google

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