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Smart glasses are moving quickly from novelty to normal.
As camera-equipped glasses become increasingly accessible, the opportunity for brands is expanding too. Beyond simply recording the world around us, gaze-tracking technology could potentially reveal what captures our attention, how long we look at something and what we ignore.
That’s a very different signal from a click, search or purchase.
And it raises a more complicated question: when does insight become intrusion?
In a recent Campaign Asia-Pacific article exploring the privacy implications of gaze data, our Untangld co-founder James Needham highlighted one of the biggest challenges — consent doesn’t only affect the person wearing the glasses:
For brands, that means the conversation can’t only be about what new technology makes possible.
As access to more intimate forms of consumer data grows, brands will need to make deliberate choices about what they collect, buy and use — and what they choose not to.
James’s principle for navigating it is simple:
Because the bigger risk may not be that these technologies feel intrusive today. It’s that, over time, we stop noticing they are.
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
