Meta isn’t shy about its ambitions to make its Ray-Ban smart glasses a mainstream gadget. So much so, it’s made not one but two Super Bowl ads featuring not one, but two Marvel actors. (And Kris Jenner.

Get a first look at Chris Pratt, Chris Hemsworth and Kris Jenner in Ray Ban and Meta’s new Super Bowl commercial for their AI-powered glasses!

Meta is on course to top $100 billion worth of investment into augmented and virtual reality as the social networking firm pushes its smart glasses.

Meta CEO Mark Zuckerberg revealed sales figures for the company’s Ray-Ban smart glasses for the first time, telling employees that over 1 million units were sold in 2024. In remarks during an all-hands meeting seen by The Verge, Zuckerberg posed a question to staff about whether sales would go from 1 million to as much as 5 million units in 2025.

Meta is heavily investing in Ray-Ban smart glasses with Super Bowl ads, celebrity endorsements, and exclusive limited editions to boost popularity.

From Ethan Hunt’s spy glasses in Mission Impossible, to James Bond’s savvy shades in the 007 films, glasses-asa-gadget have been capturing our imaginations for decades.

Since their launch in 2023, the Ray-Ban smart glasses have evolved significantly, with new features that make them more functional and appealing. One of the standout updates is the integration of multimodal AI,

Early smart glasses received a bit of a tepid response but, as AI brings more features to wearables, 2025 could be a make-or-break year for the technology. During its quarterly earnings call, Meta lead Mark Zuckerberg said the upcoming year will be a “defining year” for the smart glasses category and hinted at a third generation for the Meta Ray-Bans.