Google is once more taking a serious approach to smart glasses.

      Google initiated the trend of smart glasses over a decade ago, but unfortunately, the innovative concept did not gain traction at that time. Some believe it was slightly ahead of its time, while others were concerned about privacy issues. However, it seems that a significant comeback is on the way.

      As reported by Bloomberg, Google is in advanced negotiations to acquire AdHawk Microsystems, a company known for providing comprehensive eye-tracking technology integrated into wearable devices. “The tech giant plans to purchase the Canadian startup for $115 million, according to sources familiar with the situation,” the report states. Notably, Meta — which is already active in the smart glasses market with its products like Aria, Orion, and Meta Ray-Ban — had aimed to acquire the company in 2022.

      Why is AdHawk a suitable target?

      AdHawk has investors like Essilor Luxottica, the parent company of Ray-Ban, which collaborates with Meta to create popular AI glasses equipped with cameras. Other investors include HP, Samsung, and Intel.

      More important than its investors is the technology itself. In 2024, Mindhawk launched the MindLink Air smart glasses featuring eye-tracking technology.

      It’s day two of #ETRA2024, and we’re demonstrating our eye-tracking technology in action! Until June 7, feel free to visit our booth for a live demo of our all-day, camera-free eye trackers. Watch them follow your gaze across the room and the page! pic.twitter.com/O1QTYXiXMk

      — AdHawk Microsystems (@AdhawkMicro) June 5, 2024

      AdHawk CEO Neil Sarkar elaborated to CTV News, “We scan a beam of light across your eye thousands of times per second and capture reflections to model various characteristics of your eyes.” Eye tracking is a fundamental element of XR devices, especially those with immersive Augmented Reality features. Apple's Vision Pro headset has a sophisticated eye-tracking system, and Meta’s Orion holographic glasses also utilize advanced eye-tracking technology.

      Google’s aspirations are clear.

      In recent years, Google has offered intriguing insights into how it envisions AI integrating into everyday life, particularly with smart glasses. Last year, Magic Leap collaborated with Google to incorporate the latter's Gemini AI, Project Astra, Android XR, and Google Play app ecosystem into AR smart glasses.

      In 2020, Google acquired another company named North Focals, hinting that it had further plans for smart glasses. During the I/O 2024 annual developer conference, Google showcased its most ambitious vision for smart glasses with Project Astra.

      Project Astra: Our vision for the future of AI assistants

      At the end of 2024, Google also provided details on Android XR, its most comprehensive effort to establish a fully developed XR software ecosystem built on Android. “This showcases a renewed commitment by the company to create an operating system capable of powering headsets, glasses, and other devices in the future,” Jason Howell from Digital Trends wrote after experiencing the demo.

      The market is well-positioned for Google’s entry, with players like Solos, RayNeo, and TCL having released a variety of smart glasses in recent years. Meanwhile, newcomers such as Halliday and Even Realities have launched impressive wearable technology.

      It's evident that Google missed its early opportunity, and its formal entry into the smart glasses market remains uncertain and somewhat delayed. Nevertheless, if the Bloomberg report holds true, the company's ambitions in smart glasses are clearly on the horizon.