The smart glasses race just shifted into a new gear, and talent is sitting at the centre of it. Meta has launched its first line of AI glasses under its own brand, a collection of three frames in 26 styles starting at $299, headlined by The Starfire, a cat-eye design created in collaboration with Kylie Jenner. Jenner did more than lend her name. She helped shape the frames, and Meta AI now responds in her own voice, turning the talent into the actual interface a customer interacts with every day.

The timing is no coincidence. Google and Samsung are launching their own AI glasses with Warby Parker and Gentle Monster, Apple is targeting a 2027 release, and Snap recently revealed AR glasses with a campaign fronted by Kaia Gerber. Every major player is courting both fashion credibility and cultural relevance, and they are using talent to get there.

This is where the opportunity sits for creators. As technology brands push to feel native to fashion, a creator's voice, taste and audience become the product itself, not just the campaign around it. AI collaborations turn influence into infrastructure, and the brands moving fastest are looking for the talent who can hold that role.