Main points
- Google, in partnership with Gucci, plans to release smart glasses with artificial intelligence support in 2027.
- The collaboration with a fashion brand aims to improve the design and appeal of smart glasses, which could increase their popularity among a wider audience.
Google may be returning to the smart glasses market in partnership with Gucci. According to Reuters, the new device with artificial intelligence support is planned to be introduced as early as 2027.
Google may make a new attempt to gain a foothold in the smart glasses market, but this time with an emphasis on style. According to Kering CEO Luca de Meo , the holding plans to release AI glasses under the Gucci brand in collaboration with Google. The tentative launch is 2027. This is reported by Digital trends .
Why is Google teaming up with a fashion brand?
If the project goes ahead, Gucci will be one of the first major luxury brands to directly enter the next-generation smart glasses market. The product itself could appear quite quickly – as early as next year after the announcement.
The reason for this partnership seems obvious: the technology lacks attractive design . Smart glasses have not yet become a mass product, in particular due to their appearance. Kering sees accessories such as glasses and jewelry as a promising growth area, and cooperation with Google fits well into this strategy.
As The Verge writes, the new device could thus be a response to competition from Meta Ray-Ban Smart Glasses , which Meta is developing together with optical manufacturers. In this segment, design plays no less a role than technology.
The peculiarity of the future glasses is in their positioning. If previously such gadgets were focused on enthusiasts, then cooperation with Gucci may change the approach. It is not only about functionality, but also about a premium look, which will make the device more desirable for a wide audience. At the same time, this may also affect the price, making it significantly higher.
There are not many details yet . Technical specifications, software capabilities, or even the product name are unknown. It is also unclear what the emphasis will be on – a voice assistant, a camera, real-time translation, or other AI features.
This isn't Gucci's first time collaborating with tech companies . The brand previously worked with Oura on a premium smart ring. The new project with Google could be the next step in the fusion of fashion and technology.