Meta’s smart glasses have been a commercial success, and leaked internal documents suggest the company may soon integrate facial recognition technology to maintain its competitive edge against rivals such as Apple, Samsung, and Snap. This potential new feature, reportedly named “Name Tag,” aims to identify people the user encounters in public and gather online information about them through Meta’s AI assistant.
According to a report by The New York Times, Meta’s plans were revealed through four anonymous sources familiar with the company’s strategy and an internal memo from May 2025. This report aligns with a similar story from The Information, published last May, which coincided with the date of the now-leaked memo.
Facial Recognition Technology: A Double-Edged Sword
The introduction of facial recognition technology in consumer products is not without controversy. Meta’s internal discussions, as revealed in the memo, acknowledge the potential backlash from privacy advocates. The memo from Reality Labs, Meta’s research division, states, “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.”
Meta’s previous experience with facial recognition has been tumultuous. The company shut down a face-scanning tool on Facebook in 2021 after facing criticism from regulators and privacy campaigners. This tool was initially designed to simplify tagging people in images but was ultimately removed due to privacy concerns.
“Every new technology brings with it potential for both benefit and concern, and we want to find the right balance,” said Jerome Pesenti, the then VP of artificial intelligence at Meta.
Exploring the Potential of Name Tag
The leaked documents suggest that Meta is exploring various ways to implement facial-tracking technology. One potential use case involves Meta AI sharing details when it recognizes two users are connected on platforms like Facebook or Instagram. Another scenario involves the technology functioning when the user has a public account on one of Meta’s services.
The internal memo also mentioned that Meta intended to unveil the Name Tag feature at a conference for the blind in 2025. However, the event passed without any announcement, indicating that Meta’s plans may have shifted since then.
Privacy Concerns and Regulatory Challenges
The prospect of integrating facial recognition into consumer products raises significant privacy concerns. Experts warn that such technology could lead to increased surveillance and data misuse if not properly regulated. The European Union’s General Data Protection Regulation (GDPR) and similar laws in other regions impose strict requirements on the use of personal data, including biometric information.
Privacy advocates argue that companies like Meta must ensure robust safeguards to protect user data and prevent unauthorized access. The challenge lies in balancing technological innovation with the need to respect individual privacy rights.
The Road Ahead for Meta
As Meta navigates the complexities of introducing facial recognition technology, it must address both technical and ethical considerations. The company’s ability to implement effective privacy measures and transparent communication strategies will be crucial in gaining public trust.
Looking ahead, Meta’s potential launch of the Name Tag feature could set a precedent for other tech companies considering similar innovations. The outcome of this initiative may influence the broader conversation around privacy, technology, and the future of augmented reality.
While Meta has yet to officially confirm its plans, the leaked documents provide a glimpse into the company’s strategic direction. As the tech industry continues to evolve, the integration of facial recognition technology in consumer products remains a contentious issue that will require careful navigation.
