Meta is planning a new push for its AI glasses business to enhance the practical value of its AI products for everyday users. According to The Hollywood Reporter, the company has hired Jim Shepherd, Snap's former director of content partnerships, to attract more celebrities and high-impact users to its AI devices.

The report says Shepherd was responsible for work at Snap, the parent company of Snap, related to building partnerships with creators and celebrities, including musicians, sports stars, and other influencers.

Now, he will take on the task of carrying out similar work at Meta, using his network and professional experience to encourage more high-profile users to wear Meta Ray-Ban glasses and post content captured with Meta glasses, thereby sparking consumer interest.

Meta's AI glasses have become one of the company's hottest products, with sales of the device growing more than threefold in 2025. Meta has sometimes struggled to keep up with market demand. As the company seeks more ways to make its AI models more useful and justify its massive investment in AI development, ramping up device promotion is clearly a sound business move.

Meanwhile, Meta is also developing new products. According to reports, these include an AI pendant that will offer another way to access Meta AI anytime, as well as AR glasses, which Meta still plans to launch in 2027.

Notably, Shepherd's former employer Snap also plans to launch its own AR glasses in the near future. This adds a new variable to Meta's latest promotional efforts—Meta must not only showcase its own products but also weaken any market momentum Snap might gain with its offerings.

Hiring a former Snap employee to provide promotional advice may be becoming an increasingly valuable strategy. At the same time, this new appointment will also help Meta connect with celebrities and influencers who resonate with younger audiences.

Meta's massive investment in AI development has raised questions among investors, as the company strives to lead the latest tech trends. Some investors are concerned about how Meta will achieve profitability and recoup these costs.

Therefore, a key part of the plan will hinge on consumer demand, and Meta views AI glasses as an important component of this transformation.

Having AI glasses worn by influential users and demonstrated for their practicality will undoubtedly play a positive role in this regard.