Meta Plans Facial Recognition Feature 'Name Tag' for AI Smart Glasses

Meta is reportedly advancing a controversial new feature for its upcoming AI-powered smart glasses, internally dubbed "Name Tag," which would use real-time facial recognition to identify individuals and display biographical information to the wearer. According to a report from The New York Times, the technology leverages Meta’s vast AI infrastructure and social graph data to match faces with public profiles, potentially transforming how users interact in social and professional environments. While Meta has not officially confirmed the feature’s launch, internal documents and leaked product roadmaps suggest it is in advanced development for deployment in 2026.

The proposed system would function by capturing facial data through the glasses’ embedded cameras and comparing it against a database of individuals who have opted into the service — likely via Meta’s social platforms. Once matched, the glasses would overlay a name and brief profile summary — such as workplace, mutual connections, or public interests — directly into the wearer’s field of vision. The feature is designed to integrate seamlessly with Meta’s AI assistant, allowing users to ask follow-up questions like, "What does she do?" or "Have we met before?"

Meta’s 2025 product highlights, published on its official Newsroom, emphasized advancements in AI glasses, including improved object recognition, real-time translation, and contextual awareness. However, the document stopped short of mentioning facial recognition, likely due to ongoing regulatory scrutiny. The company has previously faced backlash over its use of facial recognition in Facebook photo tagging, leading to its 2021 decision to shut down the system on the platform. This new initiative suggests a strategic pivot, leveraging wearable tech to reintroduce identity recognition in a more intimate, daily context.

Civil liberties groups have expressed alarm. The Electronic Frontier Foundation (EFF) warned that "Name Tag" could normalize surveillance in public spaces, eroding the expectation of anonymity. "Imagine walking into a coffee shop and having your name, job, and social media activity displayed to strangers wearing these glasses," said EFF senior staff attorney Nate Cardozo. "This isn’t convenience — it’s a fundamental shift in social power dynamics."

Privacy advocates also point to the lack of opt-in mechanisms for the individuals being identified. Unlike Facebook’s previous facial recognition system, which required users to consent to being tagged, "Name Tag" appears to function unilaterally — identifying anyone within camera range, regardless of their consent. This raises significant legal questions under GDPR in the EU and proposed AI regulations in the U.S., which classify real-time biometric identification as a high-risk application.

Meta has not publicly responded to inquiries about the feature. However, internal memos cited by The New York Times suggest the company views "Name Tag" as a key differentiator in the emerging AI glasses market, positioning it as a productivity tool for networking professionals and event attendees. The company’s focus on enterprise and social use cases may be an attempt to reframe the technology as beneficial rather than invasive.

Meanwhile, competitors like Apple and Google have explicitly ruled out facial recognition in their AR/VR wearables, citing privacy concerns. This divergence underscores a growing technological and ethical rift in the industry. While Meta bets on data-driven personalization, others are prioritizing user anonymity.

As the launch window approaches, lawmakers in the U.S., EU, and Canada are preparing hearings on wearable biometrics. If deployed, "Name Tag" could become the most scrutinized consumer AI feature since the rise of smartphones. The question is no longer whether the technology works — but whether society is ready to live in a world where everyone you meet can be instantly identified, indexed, and profiled.