MENLO PARK, California: Meta Platforms is betting that smart glasses are the next big step in everyday computing, unveiling its first pair with a built-in display at its annual Connect conference in California on September 17.

The Meta Ray-Ban Display, starting at US$799 and available in stores from September 30, marks the company's most advanced consumer-ready wearable to date. The glasses include a wristband controller that translates hand gestures into commands, enabling users to respond to texts and calls.

CEO Mark Zuckerberg introduced the device on stage and called smart glasses the most natural gateway to what he described as "personal superintelligence."

"Glasses are the ideal form factor for personal superintelligence, because they let you stay present in the moment while getting access to all of these AI capabilities that make you smarter, help you communicate better, improve your memory, improve your senses, and more," he said.

The Display features a small digital screen in the right lens for notifications and other basic tasks. Despite some glitches during the demo, the presentation drew applause from developers attending the event at Meta's Menlo Park headquarters.

The launch is part of Meta's broader push in the high-stakes race to dominate artificial intelligence. While the company has been a leader in smart glasses, it trails rivals like OpenAI and Alphabet's Google in deploying advanced AI models. Zuckerberg has responded with heavy investment in chips and a Silicon Valley hiring spree to lure top engineers.

Meta also unveiled Oakley-branded Vanguard glasses aimed at athletes. Priced at $499 and available October 21, they integrate with fitness platforms such as Garmin and Strava to provide real-time performance stats, post-workout summaries, and up to nine hours of battery life.

An updated version of its earlier Ray-Ban smart glasses was also introduced. It offers nearly double the battery life and an improved camera and is now priced at $379, compared with $299 for the previous generation.

Analysts said the Display glasses are unlikely to drive significant sales immediately but could pave the way for Meta's more ambitious "Orion" glasses, slated for 2027. "Glasses are an everyday, non-cumbersome form factor," Forrester's Mike Proulx said, comparing the launch to Apple's debut of the smartwatch.

All three devices include Meta's AI assistant, cameras, livestreaming to Facebook and Instagram, and hands-free controls. However, IDC analyst Jitesh Ubrani noted the gap between hardware and software. "Until we get there, it's not really a device that the average consumer might know about or care to purchase," he said.

Despite that skepticism, IDC forecasts shipments of AR/VR headsets and display-less smart glasses will grow 39.2 percent in 2025 to 14.3 million units, with Meta driving much of the demand thanks to its cheaper Ray-Ban line.

The launch also comes as Meta faces renewed scrutiny over child safety on its social platforms. Reports this year alleged Meta's chatbots engaged children in inappropriate conversations, while whistleblowers claimed company researchers were discouraged from examining the harmful effects of VR.