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Kering, the French luxury group that owns Gucci, is planning to launch AI-powered smart glasses under the Gucci label in partnership with Google as early as next year, according to CEO Luca de Meo, according to Reuters.

The new product line is expected to position Gucci among the first major luxury brands to enter the rapidly expanding market for artificial intelligence-enabled wearable devices. It will compete directly with offerings from EssilorLuxottica, which produces Ray-Ban smart glasses in collaboration with Meta.

De Meo said the launch is currently targeted for around 2027, though timelines may shift depending on development progress. He emphasized that the initiative is part of a broader strategy to expand Kering’s presence in eyewear and jewellery, categories that still account for a relatively small share of the group’s overall revenue.

The move also comes as Kering works to revive Gucci’s performance following several years of declining sales. The company is aiming to re-establish the brand’s core aesthetic identity and strengthen its position in a more competitive luxury market.

De Meo noted that global luxury brands must adapt to a more fragmented geopolitical and economic environment. He suggested that the idea of a single, universal luxury offering is becoming less relevant, with brands instead shifting toward more regionally tailored strategies.

The collaboration with Google is therefore seen not only as a technological partnership, but also as part of a wider repositioning of Gucci within the evolving landscape of digital luxury and AI-driven consumer products.

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