DuckDuckGo has taken a swipe at the growing smart glasses market by launching a tongue-in-cheek product called 'Normal F***ing Sunglasses'. It was created in collaboration with Knockaround, a California-based eyewear brand known for its affordable sunglasses and lifestyle accessories.
The limited-edition release is a playful response to the recent boom in AI-powered eyewear. Instead of offering cameras, microphones or artificial intelligence, the sunglasses promise exactly the opposite.
On DuckDuckGo's website, the product description reads: 'These 'smart' glasses come with zero AI and zero cameras. Designed to block the sun, not send data to the cloud.' They retail for $35 (around £26), making them far cheaper than the controversial AI glasses.
DuckDuckGo Launches AI-Free Sunglasses
DuckDuckGo has built its reputation around online privacy through its search engine and browser, and the collaboration continues that message with a satirical twist.
On its website, the sunglasses' features include:
- No AI or cameras
- A glossy DuckDuckGo logo
- Polarised lenses
The company also jokes with a fake customer quote: 'Nobody at the beach asked if I was recording them.'
Meanwhile, Knockaround says demand has already exceeded expectations. According to the product page, Normal F***ing Sunglasses sold out in under a week, with pre-orders now available for the next batch.
The company describes them as the 'world's most innovative anti-surveillance sunglasses', adding that they include no camera, microphone, AI, battery or electronics of any kind. Instead, buyers receive matte black Paso Robles frames, polarised UV400 lenses, FDA-compliant impact-resistant lenses, a custom hard case and what it jokingly calls '0% surveillance risk'.
What Are Meta AI Glasses?
The launch appears to be a direct jab at Meta's AI glasses, which combine traditional eyewear with built-in cameras, microphones and Meta AI. Depending on the model, the glasses can capture photos and videos, answer voice commands, translate languages, play music and provide hands-free assistance.
Meta's latest branded smart glasses start at $299 (around £223), while premium models cost more. The company markets them as wearable AI assistants designed for everyday use.
DuckDuckGo's product flips that concept on its head. Instead of advertising advanced technology, it celebrates the complete absence of electronics.
The Privacy Backlash Intensifies
DuckDuckGo's joke arrives as Meta's smart glasses continue to face scrutiny over privacy.
Critics argue that camera-equipped eyewear makes it difficult for people nearby to know when they are being recorded. The backlash intensified after videos surfaced online showing wearers secretly filming strangers, particularly women, without their consent.
Online critics have even nicknamed the devices 'pervert glasses', while some owners have reportedly stopped wearing them in public because of the negative attention.
Privacy concerns have also extended beyond public recording. Earlier this year, Meta was hit with a proposed class-action lawsuit alleging that footage shared through its AI smart glasses could be reviewed by human contractors despite the company's privacy-focused marketing.
The lawsuit followed reports that contractors in Kenya had accessed sensitive images and videos submitted through the glasses to help train Meta's AI systems. Meta has said that content shared with Meta AI may be reviewed by human reviewers in certain circumstances to improve its AI services and that users are informed of this through its terms and privacy policies.
Although many users praise the glasses for their convenience, the ongoing debate has highlighted the challenge of balancing wearable AI with expectations around personal privacy.
