Smart glasses are moving rapidly from a niche technology towards wider commercial use, as major technology companies invest in new augmented reality (AR) devices and artificial intelligence features. For New Zealand businesses considering wearable technology, developments from Meta, Snap, Google and other manufacturers could have implications for workplace productivity, privacy, costs and future IT investment.
Smart Glasses Market Expands as Major Technology Companies Invest
Competition in the smart glasses sector is intensifying. Meta, Snap and Google are pursuing different approaches, while a growing number of Chinese manufacturers are also seeking a share of the emerging market.
Cortney Harding, founder of spatial computing consultancy Friends with Holograms, told UC Today that the expanding range of devices could create opportunities across both consumer and enterprise markets.
Meta has already sold close to 10 million units of its smart glasses and has additional hardware in development. Snap, meanwhile, is targeting a different segment with higher-end devices, a higher price point and a more clearly defined enterprise proposition.
Harding said the different strategies did not necessarily put the companies in direct competition.
“I think there’s room in this market for everyone who is right now in market and coming to market to be successful in different categories.”
Google and Apple Remain Important Players
Google is also attracting attention from enterprise customers, particularly through its partnership with XReal on the forthcoming Aura device.
Apple remains another company closely watched by the industry. Its future direction could influence the wider market, particularly given its established hardware ecosystem and previous investment in spatial computing.
For New Zealand organisations, the growing number of devices could eventually provide more options for sectors such as logistics, field services, manufacturing, training and remote collaboration.
Privacy Remains a Key Issue for Workplace Smart Glasses
Privacy is one of the most significant concerns surrounding smart glasses in workplaces and public settings.
The ability to record audio, video and other information from a wearable device raises questions about consent, data management and employee expectations. Harding, however, argues that smart glasses need to be considered alongside technologies already capable of widespread recording.
“I think people are a little overly sensitive about the glasses now and maybe under sensitive about the amount of other recording that’s happening in the world,” she said.
Smartphones, CCTV systems and video doorbells already provide extensive recording capabilities. Smart glasses can attract greater attention because cameras and sensors are worn directly on a person’s face.
Enterprise deployments may also operate under stricter controls than consumer devices. Harding noted that workplace technology already comes with different privacy expectations, with businesses generally adopting conservative standards when managing employee and customer information.
That consideration will be particularly relevant for New Zealand organisations assessing how wearable devices fit alongside existing privacy, cybersecurity and workplace policies.
AI Subscription Costs Could Become Part of Enterprise Budgets
Artificial intelligence is increasingly becoming part of the smart glasses proposition, but businesses may have to account for recurring subscription costs alongside the initial hardware investment.
Meta recently moved its conversational AI feature to a US$19.99 monthly subscription.
Harding does not regard subscriptions themselves as a significant warning sign for enterprise customers, as many businesses are already accustomed to paying recurring fees for AI-powered software and cloud services.
The greater concern is the possibility of pricing changing after businesses have become dependent on particular AI services.
That issue extends beyond smart glasses. Organisations adopting generative AI and other subscription-based technologies are increasingly having to consider long-term pricing, vendor dependence and the cost of switching platforms.
New Smart Glasses Hardware Expected as AR Market Accelerates
The smart glasses market is expected to become considerably busier over the coming months.
Google’s audio-only glasses, the XReal Aura and new Snap Spectacles are among the devices expected to broaden the range of wearable technology available.
2027 Could Be a Major Year for Augmented Reality Glasses
The longer-term shift could become even more significant in 2027, with several major technology companies expected to move towards more fully featured augmented reality glasses.
Such devices could combine visual information, cameras, artificial intelligence and contextual computing in a form that is considerably smaller and more practical than today’s conventional mixed-reality headsets.
For enterprise customers, that development could create new opportunities while also increasing pressure to address privacy, security, device management and recurring software costs.
Businesses Face an Early Decision on Smart Glasses
Smart glasses remain an emerging technology, but the involvement of Meta, Snap, Google and other major manufacturers suggests the market is entering a more competitive phase.
For New Zealand businesses, there is no immediate need for widespread adoption. However, organisations with practical applications for hands-free computing may benefit from beginning trials and developing policies before more advanced AR glasses arrive.
With new hardware expected over the coming months and more sophisticated devices anticipated in 2027, smart glasses are increasingly becoming a technology enterprise buyers will need to assess rather than ignore.
Alexander Donovan writes for News Collective, covering news, politics, business, technology, sport, entertainment, and lifestyle. He focuses on clear, reliable reporting and useful information, helping readers stay informed about current events, emerging trends, and stories that matter.