Smart glasses are no longer a futuristic concept—they are here, and they are gaining traction fast. Meta, in partnership with eyewear giant EssilorLuxottica, has reached a significant milestone, selling 2 million pairs of Ray-Ban Meta smart glasses since their launch in October 2023. This rapid adoption highlights the growing potential of AI-powered wearables and sets the stage for an even bigger expansion.

Aiming to build on this momentum, EssilorLuxottica’s CEO, Francesco Milleri, recently announced plans to increase annual production to 10 million units by the end of 2026. With that goal in mind, Meta is positioning itself as a key player in the evolution of smart eyewear, aiming to make these devices a mainstream accessory rather than just a niche product.

Smart glasses are being marketed as an everyday essential rather than a luxury gadget. Milleri described them as “the main digital platform addressing our daily needs,” emphasizing their potential to be as indispensable as smartphones. Meta and EssilorLuxottica have secured a long-term partnership running through at least 2030, ensuring ongoing innovation in the smart eyewear sector.

One of the major factors behind the success of Meta’s smart glasses is the company’s aggressive marketing strategy. Meta invested heavily in high-profile promotions, including two Super Bowl commercials and a limited edition Super Bowl-themed version of the glasses. Additionally, the company brought in fresh leadership to refine its retail approach, hiring the former CEO of The RealReal to guide its wearables division.

Functionality also plays a pivotal role in adoption. Features such as real-time language translation and AI-assisted responses make these glasses more than just a fashion statement. While some features are still being refined, Meta is actively working on enhancements to make smart glasses an invaluable part of daily life.

Looking forward, Meta has ambitious plans to push its wearable technology even further. A new version of its smart glasses, featuring a built-in display, is expected to launch in 2025. Additionally, Meta is developing a neural wristband that could introduce hands-free control of digital devices, offering users a more seamless interactive experience.

Reports suggest Meta may expand its smart glasses lineup under other brands owned by EssilorLuxottica, such as Oakley, potentially attracting a wider audience beyond fashion-conscious buyers. This diversification could give Meta an edge in reaching more consumers who value utility, performance, and style.

Despite the impressive sales figures and ambitious expansion plans, Meta faces tough competition. Tech giants like Apple and Samsung sell over 200 million smartphones annually, dwarfing Meta’s goal of 10 million smart glasses per year. The challenge ahead is to make smart glasses as mainstream as smartphones—a feat that will require continued technological refinement and widespread consumer adoption.

Wearable technology is evolving at a rapid pace, and Meta is determined to lead the charge. The success of the Ray-Ban smart glasses so far indicates strong demand for AI-powered wearables. Whether this marks the beginning of mass adoption or remains a niche market remains to be seen, but one thing is certain: Meta and EssilorLuxottica are betting big on the future of smart eyewear.