Meta is reportedly considering the addition of facial recognition technology to its popular smart glasses, a move that could intensify its competition with tech giants like Apple, Samsung, and Snap. According to leaked internal documents, the company plans to introduce a feature called Name Tag, which would allow users to identify people they encounter in public and access online information about them through Meta’s AI assistant.
The New York Times has reported on these developments, citing four anonymous sources familiar with Meta’s plans, as well as an internal memo from May 2025. This aligns with a previous report by The Information, published last May, which was close to the date of the now-leaked memo.
Exploring Facial-Recognition Technology
Meta is reportedly exploring various implementations of facial-tracking technology. One potential application involves Meta AI sharing details when it recognizes a connection between two users on platforms like Facebook or Instagram. Another possibility is that the technology could function when a user has a public account on one of Meta’s services.
The internal memo also indicated that Meta intended to unveil Name Tag at a conference for the blind in 2025. However, the event passed without any announcement, suggesting that Meta’s plans may have shifted since then.
Privacy Concerns and Potential Backlash
Meta is aware of the potential controversy surrounding this feature, particularly among privacy advocates. The memo from Reality Labs acknowledges the challenging political environment, noting,
“We will launch during a dynamic political environment where many civil society groups that we would expect to attack us would have their resources focused on other concerns.”
This isn’t the first time Meta has faced scrutiny over facial recognition. In 2021, the company discontinued a face-scanning tool on Facebook intended to simplify tagging people in images, following criticism from regulators and privacy campaigners.
Jerome Pesenti, the former VP of artificial intelligence at Meta, previously commented on the balance required when introducing new technologies, stating,
“Every new technology brings with it potential for both benefit and concern, and we want to find the right balance.”
Industry Context and Historical Parallels
The tech industry has long grappled with the ethical implications of facial recognition technology. Companies like Google and Microsoft have also faced criticism and regulatory challenges over their use of similar technologies. In some cases, public pressure has led to the suspension or modification of such features.
For Meta, the introduction of Name Tag could represent a significant step in its efforts to integrate AI more deeply into daily life. However, it also risks reigniting debates over privacy and data security, particularly as regulators worldwide tighten their scrutiny of tech companies’ data practices.
The Road Ahead for Meta
As Meta continues to innovate, the company will need to navigate the complex landscape of privacy concerns and regulatory challenges. The potential introduction of facial recognition in its smart glasses could set a precedent for future tech developments, influencing how companies balance innovation with ethical considerations.
Looking forward, Meta’s ability to address these concerns transparently and effectively will be crucial in maintaining consumer trust and staying ahead in the competitive tech market. Whether Name Tag will ultimately be launched remains to be seen, but the ongoing dialogue around privacy and technology will undoubtedly shape its future trajectory.
