Google's Sergey Brin Reflects on Google Glass Mistakes, Heralds New Era of AI-Powered Smart Glasses

Google's Sergey Brin: 'I made a lot of mistakes with Google Glass' | TechCrunch

Google co-founder Sergey Brin said he "made a lot of mistakes with Google Glass" during an onstage interview at Google I/O 2025 on Tuesday. Brin was a surprise addition to an interview with Google DeepMind CEO Demis Hassabis conducted by Big Technology Podcast's Alex Kantrowitz. Brin went on to say he "didn't know anything about consumer electronic supply chains," or how difficult it would be to build smart glasses at a reasonable price point. The Google co-founder went on to say that he's a big believer in the form factor of smart glasses, and he's glad the company is pursuing them yet again, this time with "great partners who are helping us build this." Earlier on Tuesday, Google unveiled its latest effort to develop Android XR smart glasses, roughly a decade after the Google Glass project shut down. Onstage, Google leaders showcased how their smart glasses, powered by DeepMind's Project Astra, could assist with live translations, directions, and generally AI queries. To develop Android XR glasses, Google is working with a network of partners, such as Samsung and Xreal, to help them develop smart glasses with AI and AR capabilities. Google is also investing up to $150 million in a partnership with Warby Parker, and taking an equity stake in the eyewear company, to support its smart glasses efforts. Those experienced eyewear and electronics makers may be able to help with some of the supply chain problems Brin referenced. Brin noted how the advent of generative AI makes the capabilities of smart glasses much more tangible than when Google Glass was around. Earlier in the interview, Brin acknowledged how he's effectively come out of retirement to work on Google's generative AI efforts. The Google co-founder says he's in the Mountain View, California, office nearly every day, and says he's helping the Gemini team with multimodal projects, such as Google's video-generating model Veo 3. "Anybody who's a computer scientist should not be retired right now," said Brin. "They should be working on AI." Previous reports have suggested that Brin has pushed Google's Gemini teams quite aggressively to compete in the AI race. Reportedly, Brin told Google employees in a memo they should be in the office at least every weekday, and that working 60 hours a week is likely the sweet spot for productivity.

Sergey Brin points to where Google Glasses failed -- and what Android XR gets right

Google DeepMind Demis Hassabis and Google co-founder Sergey Brin sat for an interview at Google I/O. Google on Tuesday announced that it's getting back into the smart glasses game, and co-founder Sergey Brin said that this time will be different. "I've learned a lot," Brin said Tuesday at a fireside chat during the annual Google I/O developer conference. His appearance came after Google announced a partnership with Warby Parker, which saw its stock rise more than 15% after the two companies said they plan to launch a series of smart glasses as soon as next year. The glasses will be built on top of Google's Android XR, an operating system for headset computers, and they'll include Google's Gemini AI assistant that users can speak with to control the wearable devices. Brin's comments came in an impromptu appearance at a conference chat scheduled between Google DeepMind CEO Demis Hassabis and journalist Alex Kantrowitz about "the future of AI and its impact on our world." During the chat, Brin said that with the rise of generative artificial intelligence, Alphabet is able to revive the idea of Google Glass, the wearable devices the company launched in 2013 for $1,500. "I definitely feel like I made a lot of mistakes with Google Glass, I'll be honest," Brin said, adding that he is still a big believer in the glasses form factor. "And now it looks like normal glasses without that thing in front," he said, referring to the visible camera that existed on the corner of the original Google Glass prototype. Brin attributed the failure of Google Glass in part to "a technology gap." Since 2013 when Google Glass was launched, the company has developed advanced AI technology that powers Gemini, its flagship AI product and a key component for users to control a wearable device. "Now, in the AI world, the things these glasses can do to help you out without constantly distracting you -- that capability is much higher," he said. Brin also said that during his first attempt at the Google Glass, he didn't know anything about supply chains and how to get the glasses to a reasonable price point. The Google co-founder's comments come as companies race to compete for wearable glasses as a form factor for AI products. Meta partnered with EssilorLuxottica, the maker of Ray-Ban, to make smart glasses that have a camera for capturing photos and videos. Apple is reportedly working on smart glasses that use augmented reality. Besides Warby Parker, Google on Tuesday said it will partner with developers and device makers for Android XR, including Samsung, Qualcomm, Sony, Xreal and Magic Leap. Google's annual developer conference also included a number of updates to its AI products, including a new high-end subscription service called Google AI Ultra, which costs $249.99 per month. Glass was first sold to developers and early adopters and gained popularity mostly among tech enthusiasts. Despite backing from Brin and fellow Google co-founder Larry Page, the Glass project never caught on as a mainstream product. The built-in camera led to fights over privacy, and the product became the butt of jokes on late-night television. The company tried to re-launch it as an "enterprise" product, but Google in 2023 announced that it would stop selling its Glass Enterprise smart glasses. Brin on Tuesday joked about the infamous skydivers that introduced the glasses at Google I/O in 2012, which took place at San Francisco's Moscone Center. At the time, four Google employees skydived out of a plane, live streaming their jump through their Google Glasses. "Honestly, it would have been even cooler here at Shoreline Amphitheater," Brin said, referring to the Mountain View, California, venue that's currently used by Google for the conference. "But we should probably polish the product first," he said, which drew laughs from the audience. "Then we'll do a really cool demo. That's probably the smart move."

Google co-founder Sergey Brin admits to 'mistakes' over Google Glass

He added that smart glasses can now be far more useful thanks to generative AI. Before augmented reality was ever a thing, there was Google Glass: a much hyped experiment that was ultimately a failure over issues like privacy (and just looking like a dork). At an I/O session yesterday with Deepmind CEO Demis Hassabis, Google co-founder Sergey Brin admitted that he made "mistakes" with Google Glass in several areas. "I just didn't know anything about consumer electronic supply chain chains, really, and how hard it would be to build that and have it it at a reasonable price point and managing all the manufacturing and so forth," he said during the session. Brin said that he's still a believer in the form factor, though, adding that Xreal's latest device looks like "normal glasses" without "that thing in front." He noted that rather than going it alone as before, Google now has "great partners" in Samsung (the Project Moohan headset) and Xreal (Project Aura glasses) as part of the Android XR extended reality program. There was also a "technology gap" when Google Glass came along in 2013 that no longer exists, according to Brin. "Now in the AI world, the things that these glasses can do to help you out without constantly distracting you, that capability is much higher," he said Google Glass wasn't a complete flop. It's easy to forget that the product soldiered on for many years after its debut, largely as an enterprise device, and was only fully discontinued in 2023. It also paved a path for future VR and AR wearables like the Oculus Rift, HTC Vive, Meta Quest and Apple Vision Pro. Come to think of it, though, none of those projects have exactly set the world on fire, either.

Google co-founder Sergey Brin admits he dropped the ball with Google Glass

Android XR gets a huge vote of confidence with upcoming smart glasses from Xreal Summary Google unveiled Android XR, its new smart glasses platform powered by Gemini AI, at I/O, marking its second attempt in the market after the earlier struggles with Google Glass. Google co-founder Sergey Brin made a surprise appearance, candidly admitting mistakes with Google Glass, particularly regarding supply chains and pricing, but expressed optimism for Android XR due to strategic partnerships and the capabilities of modern AI. Brin emphasized that advancements in AI, exemplified by Gemini, now enable practical real-world applications for smart glasses, such as seamless directions, translations, and object identification, which were less feasible during the Google Glass era. Google's user-centric I/O keynote concluded yesterday with several announcements pertaining to the Android operating system, Gemini, Google Search, new Android XR devices, and more. The latter, which clearly should have been the headliner of the event, gave us our first good look at what Android XR and its Gemini integration will look like from the POV of a smart glass wearer. Related Google finally gives us a look behind the lenses at Android XR on smart glasses Look ma, no hands! Posts This isn't necessarily Google's first foray into the world of smart glasses -- the tech giant was selling its Google Glass to enterprise customers all the way up to March 2023, and that previous experience is now helping it avoid the same mistakes it made this past decade. Adding confirmation to the approach was a surprise I/O appearance by Google co-founder Sergey Brin, who, during an on-stage interview with Google DeepMind CEO Demis Hassabis, reiterated that mistakes were indeed made (via TechCrunch). Pricing and supply chain woes were Google Glass' biggest nemesis Related Project Astra is the Google Glass we deserve Seeing the glasses in action has left us both nostalgic and hopeful Posts Like a (not-so-) candid trip down memory lane, Brin recollected and admitted that he "made a lot of mistakes with Google Glass," with his lack of knowledge about "consumer electronic supply chains" and the overall struggle to get to a reasonable price point for the technology being the key factors to Google Glass' limited success. Brin suggested that the same mistakes are unlikely to be replicated, and that he is still optimistic about the form factor and the ease of use that smart glasses offer, which is apparent with Xreal's Project Aura. Related Android XR gets a huge vote of confidence with upcoming smart glasses from Xreal A new platform emerges at I/O 2025 Posts He added that Google has a strategic advantage this time around, thanks to "great partners" like Samsung, Qualcomm, XReal, Gentle Monster, Warby Parker, and more who bring their own expertise in chips, manufcaturing, and hardware design. "And now it looks like normal glasses without that thing in front," said Brin Further citing Gemini's importance in the mix, Brin alluded that smart glasses now have real-world world use cases, like offering seamless directions, translations, identifying objests, and more. "Now, in the AI world, the things these glasses can do to help you out without constantly distracting you -- that capability is much higher," something that wasn't as tangible in Google Glass' days. Related 10 ways I use AI to simplify my daily life Learn new ways to do work, studies, and hobbies Posts 11

'I made a lot of mistakes with Google Glass': Google's Sergey Brin admits missteps but says Android XR has a bright future for one big reason

Sergey Brin, the man most responsible for Google Glass, is out of retirement and back at the company he cofounded, helping make AI happen. He's also touting a new kind of "Glass" or, more accurately, Android XR smart glasses while admitting to some big Google Glass missteps. Brin unexpectedly took the stage at Google I/O 2025 for a sitdown with Big Technology Podcast's Alex Kantrowitz and DeepMind's CEO Demis Hassabis on Tuesday. While the discussion mostly revolved around Gemini, Google's generative AI platform, Kantrowitz asked Brin what he learned from the Google Glass experience and how he might apply that to the modern Android XR Glasses project. With bracing candor, Brin told Kantrowitz, "I definitely feel like I made a lot of mistakes with Google Glass, I'll be honest." It's quite an admission from Brin, who more than a decade ago was Google Glass' biggest champion and memorably hosted a launch featuring wing-suit skydivers jumping from a plane while wearing Google Glass. It was a spectacular moment, but even there, Brin now sees a flaw and how he might avoid a similar misstep. Talking about how much he missed that big launch moment, Brin turned his attention to the new XR glasses' own launch. "Maybe...we should probably polish the product this time, when it's ready and available, and then we'll do a really cool demo. So, that's probably a smart move." Brin may see the blemishes and ultimate failure of Google Glass, the first wearable smart glasses that let you use gestures, head tilts, and even blinks to take a picture, but there was a moment between 2012 to 2014, when Google Glass was everywhere. I wore my pair to a fashion show and CES, and on numerous network TV shows. Brin was spotted on the subway wearing his. They were, for a time, a cultural phenomenon, but also ridiculous, almost as quickly spawing the meme "Glassholes". Still, I appreciated Brin's enthusiasm, and when I ran into him more than a decade ago, while wearing Google Glass, naturally, he graciously took the time to show me how you could take a selfie with Google Glass (yes, it involved removing them from your face). Glass suffered early on from availability and pricing issues ($1,500 / £1,000, or around AU$2,000) and Brin points to his naivete as the cause: "I just didn't know anything about consumer electronics supply chains really, and how hard it would be to build that and have it be at a reasonable price point....This time, we have great partners that are helping us build this." The point here is that instead of Google trying to figure any of this out, it now has companies like Samsung, Gentle Monster, and Warby Parker, all experts in building consumer products, supply chains, and retail pricing, building the Android XR Glasses for them. Google Glass faded into ignominy, but Brin sees Google's return to smart glasses in a fresh light, and it's mostly because of his new pet project at Google: AI and Gemini. Aside from the form factor, which did not look like normal glasses, Google Glass might have been ahead of its time. They were "smart" without really having any true smarts of their own. "Now, in the AI World," said Brin, "the things these glasses can do to help you out without constantly distracting you, that capability is much higher." And it potentially makes interacting with Android XR Glasses much more natural. It's also why Google and its partners are putting Gemini at the center of these Android XR wearables. Finally, Hassabis, who'd been watching the whole exchange, chimed in, "I feel like the universal assistant is the killer app for smart glasses, and I think that's what's gonna make it work." This all makes sense; a powerful AI sitting resident on your face in a familiar form factor that asks for nothing more than voice commands to do your bidding, but can also watch and act on your behalf. That's the future of smart glasses, and one that Google Glass aspired to but never achieved. Android XR Glasses will be Brin's second smart glasses act and, perhaps, the one he'll ultimately be best remembered for.

Sergey Brin says Google Glass mistakes shaped new Android XR smart glasses - Phandroid

Sergey Brin, Google co-founder, made a rare appearance at Google I/O 2025 and got honest about the original Google Glass project. "I made a lot of mistakes with Google Glass," Brin said during an onstage interview, admitting he didn't understand consumer electronics supply chains or just how tough it would be to build affordable smart glasses. Despite those stumbles, Brin still believes in smart glasses and is glad Google is trying again, this time with the help of experienced partners. Google just announced new Android XR smart glasses, working with companies like Samsung, Xreal, and Warby Parker. Brin highlighted that Google is investing up to $150 million in Warby Parker and taking an equity stake to support these efforts, hopefully solving some of the issues that made the original Google Glass a challenge. The new Android XR smart glasses are powered by DeepMind's Project Astra, letting users get live AI translations, directions, and answers to general questions right through the glasses. Brin highlighted that the rise of generative AI makes these smart glasses far more powerful and practical than what Google Glass could ever offer. It's clear Sergey Brin's Google Glass mistakes are influencing Google's latest push for smart glasses, with new tech and smarter partnerships leading the way.

Sergey Brin Comes Out Of Retirement To Work On Gemini, Admits He Made A 'Lot Of Mistakes' With Google Glass As Alphabet Ramps Up To Compete With Meta And Apple - Alphabet (NASDAQ:GOOG), Apple (NASDAQ:AAPL)

On Tuesday, at Alphabet Inc.'s GOOG GOOGL Google I/O 2025, Sergey Brin admitted his past missteps with Google Glass. What Happened: During a surprise interview, Brin said that he "made a lot of mistakes with Google Glass," adding that he didn't know much about the consumer electronics supply chains or the difficulties involved in building smart glasses at a reasonable price point, reported TechCrunch. Brin then said he is glad that the Sundar Pichai-led company is pursuing the product innovation again with "great partners who are helping us build this." The Google co-founder also revealed that he's come out of retirement to actively work on Gemini efforts and has been helping the team with multiple projects, including the Veo 3 video model. See Also: Sundar Pichai Reveals Google-Parent Once Super Intensely Debated About Buying Netflix: 'In A World Of Butterfly Effects...' "Anybody who's a computer scientist should not be retired right now," he stated, adding, "They should be working on AI." Why It's Important: Google is now working with partners like Samsung Electronics Co. SSNLF and Xreal Inc. and has decided to invest up to $150 million in eyewear brand Warby Parker Inc. WRBY. Earlier on Tuesday, at the I/O event, Google and Xreal also unveiled Project Aura -- the first eyewear to run Android XR. The Pichai-led company also said that it is partnering with Samsung on a separate smart glasses project and plans to release reference hardware later this year, reported Bloomberg. Subscribe to the Benzinga Tech Trends newsletter to get all the latest tech developments delivered to your inbox. Xreal CEO Chi Xu said in an interview that Samsung's device is Google's answer to Apple Inc.'s AAPL Vision Pro. Similarly, Xreal's Android XR glasses aim to compete with Meta Platforms, Inc.'s META augmented reality glasses. Project Aura glasses are expected to launch between late 2025 and early 2026 and will be priced significantly lower than competitors like Meta and Samsung, likely under $600, the report noted, citing Xu. Price Action: Alphabet Inc.'s Class A shares fell by 1.54% on Tuesday, with Class C shares down 1.52%. Apple shares slipped 0.92%, while Meta declined 0.52% during the same session, according to Benzinga Pro data. Per Benzinga Edge Stock Rankings, Alphabet has a growth score of 66.81%. Click here to see how it compares to other companies like Apple and Meta. Photo Courtesy: Hattanas On Shutterstock.com Check out more of Benzinga's Consumer Tech coverage by following this link. Read Next: Mark Zuckerberg Warns Of 'Serious Disadvantage' As China's Data-Center Blitz Could Let DeepSeek Leapfrog US AI Labs AAPLApple Inc$206.62-1.03%Stock Score Locked: Edge Members Only Benzinga Rankings give you vital metrics on any stock - anytime. Unlock RankingsEdge RankingsMomentum58.14Growth46.07Quality77.29Value8.22Price TrendShortMediumLongOverviewGOOGAlphabet Inc$165.70-1.29%GOOGLAlphabet Inc$164.27-1.36%METAMeta Platforms Inc$635.50-0.77%SSNLFSamsung Electronics Co Ltd$42.48-%WRBYWarby Parker Inc$20.4016.0%Market News and Data brought to you by Benzinga APIs