Meta $META ( ▼ 1.55% ) is reportedly bringing back facial recognition technology, this time embedded directly into its smart glasses. The company had previously scrapped similar software in 2021 amid privacy backlash, but internal documents suggest it now plans to reintroduce the capability as early as this year.
The feature, internally dubbed “Name Tag,” would allow wearers to identify people they see in real time and pull up relevant information using Meta’s AI assistant. In other words, your glasses could recognize someone before you do.
A controversial technology returns
Facial recognition has long been one of the most polarizing tools in Big Tech. Meta previously abandoned it while trying to reposition itself around privacy concerns, especially during the Facebook-to-Meta rebrand.
According to reports, leadership now believes the timing may be more favorable. Internal discussions suggest the company expects less organized pushback from civil society groups given the current political climate, potentially smoothing the rollout.
From social media to real-world surveillance?
If implemented, the feature would mark a major shift in how social platforms intersect with everyday life. Instead of identifying friends in photos after the fact, Meta’s glasses could identify strangers instantly in the real world.
The move also highlights Meta’s broader strategy: embedding AI into physical devices to stay competitive in the next computing platform beyond smartphones. But it risks reigniting the privacy debates that once forced the company to retreat.
For consumers, the appeal is convenience and augmented awareness. For critics, it raises uncomfortable questions about anonymity in public spaces. Either way, Meta appears ready to test how much the public is willing to accept this time around.