The market for AI wearables is still in its early stages: Fewer than 5% of US adults have one. But consumer interest is growing fast. Bain’s research finds more than half of consumers are already aware of AI wearables, and up to 30% of those who are aware say they might get one in the next year. That would mean 10% to 20% of US adults could be navigating the world with AI wearables, signaling the dawn of a new era of engagement in consumer technology (see Figure 1).

Figure 1

Why is the market taking off now? Consider the introduction of Ray-Ban Meta glasses, which in just over a year reportedly sold more than 2 million units, outpacing earlier products in the consumer space. Google Glass’ technical design and vague uses struck some consumers as too beta, and Snapchat Spectacles’ bold design and limited functionality alienated the mass market. By contrast, Meta partnered with EssilorLuxottica (parent company of Ray-Ban) to pair stylish design with cutting-edge AI technology. The familiar and socially acceptable appearance makes these Ray-Bans easy to wear in everyday life, while the glasses’ capabilities enhance consumers' daily lives. The timing is also better: Products like the Apple Watch have normalized wearable technology, at a moment when many consumers are interested in exploring the possibilities of AI. The result is a product that is both functional and fashionable, paving the way for broader adoption.

 Early adopter habits

At first, Ray-Ban Meta glasses offered only traditional mobile functions such as audio and camera, but in December 2023 Meta began adding generative AI. Today, three of the glasses’ top four uses are powered by generative AI: general information search, tailored recommendations, and location or product identification (see Figure 2).

Figure 2

Compared with the general population, adopters of AI wearables are about twice as likely to use other generative AI tools, view generative AI positively, and use it daily (see Figure 3).

Figure 3

Early adopters are eager to use generative AI for tasks that reduce workloads and stress while also exploring new possibilities the technology can unlock. They are also more comfortable with the data collection required for generative AI to deliver personalized experiences, from custom entertainment to automated shopping assistance.

Tapping into the AI wearables revolution 

As AI wearables move with a user through their day, they create new marketing opportunities.

• Smart glasses could interact with displays in a retail or commercial environment, delivering tailored ads based on user preferences.
• By indicating interest in a product through the glasses, a consumer could get more details, see tailored content, and purchase directly.
• A wearer moving through shopping areas or street fronts could receive sponsored recommendations for nearby stores and restaurants.
• At the point of sale in a brick-and-mortar environment, glasses could provide supplemental information that helps consumers make comparisons and decisions.

Successful marketing campaigns will feel natural, useful, and unintrusive. Partnerships across the retail ecosystem will help deliver a seamless experience to users.

As adoption accelerates, AI wearables will become an essential interface for navigating the world, reshaping how consumers interact with technology and brands alike. If we think of the last decade of mobile marketing as the “with me” era, we’re moving to the “on me” era. Now is the time for bold experimentation and innovation for brands and retailers that want to remain relevant to consumers.