Google Seems Pretty Scared of the Words ‘Smart Glasses’
Google is exploring the market for smart glasses, but is avoiding the term in favor of 'intelligent eyewear.' The company is collaborating with eyewear brands and promoting its new product as 'audio glasses,' despite the inclusion of cameras. This marketing strategy appears to be an attempt to distance itself from the negative legacy of Google Glass.
- ▪Google is interested in smart glasses for the first time since Google Glass.
- ▪The company refers to its new product as 'intelligent eyewear' and 'audio glasses.'
- ▪Google aims to avoid the negative perceptions associated with its earlier smart glasses product.
Opening excerpt (first ~120 words) tap to expand
Google might be interested in smart glasses for the first time since Google Glass, but it’s not particularly interested in saying so—at least not in those exact terms. During the company’s two-hour keynote at I/O 2026, Google talked a fair amount about its future with face-worn wearables, including upcoming collabs with eyewear brands Warby Parker and Gentle Monster, but there was one thing missing: it never actually said “smart glasses.” Nay, in Google-speak, its new wearable—a pair of glasses with cameras, speakers, and AI—are “intelligent eyewear.” Hell, by Google’s estimation, these smart glas—er, intelligent glasses—aren’t even camera glasses, they’re audio glasses.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Gizmodo.
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