Google, Alibaba Intensify AI Smart Glasses Battle at MWC 2026

BARCELONA — "How do I walk to Camp Nou?" "First, go straight for 548 steps."

At the Google "Android XR" booth at Mobile World Congress (MWC) 2026, the world's largest mobile communications exhibition, the Google artificial intelligence (AI) glasses worn by this reporter displayed directions on the lens, instantly providing the route to Camp Nou stadium. When stepping forward twice then turning around, the arrow immediately reversed direction. A staff member on site explained, "You'll be able to navigate conveniently while walking or cycling without looking at your smartphone."

MWC 2026 has emerged as a battleground for smart glasses, the next-generation AI device. Leading AI players from the United States and China, including Google and Alibaba, set up dedicated booths that drew intense visitor interest in their new products. While appearing no different from ordinary eyeglasses, these devices deliver diverse and convenient features powered by embedded AI technology. Analysts say competition among global big tech companies to catch up with Meta, which successfully captured early market share, is intensifying. Industry observers suggest the performance of AI models could determine the success or failure of AI devices.

What made Google's AI glasses most impressive was that the AI recognized different languages without separate settings, even when mixing English and Korean. When this reporter asked in Korean for an explanation about Camp Nou, the speaker in the glasses responded that it is "a Barcelona landmark where Spanish professional football team FC Barcelona plays home games," with Korean text appearing on the lens. When questions were asked in English, both voice and text responses came in English. Staff members introduced that users can access Google Maps as well as YouTube Music and Nanobanana.

The glasses worn that day were prototypes, and Google has announced it will unveil its first AI glasses product within this year. The company is developing them in partnership with Samsung Electronics and eyewear brands Warby Parker and Gentle Monster. The "unfinished product" demonstrated powerful performance because Google's Gemini is embedded in it. This underscored that an era is approaching when AI can be easily utilized just by wearing glasses, without touching any device by hand. The Google AI glasses experience became one of MWC 2026's most popular attractions, with wait times reaching up to two hours.

China's Alibaba also focused on smart glasses at this MWC. The "QWEN Glasses" booth created quite a spectacle as influencers from various regions including Asia and Europe came to try them out. The smart glasses equipped with Qwen, considered one of China's leading AI models alongside DeepSeek, can provide real-time translation in up to 96 languages. Additionally, "swappable dual batteries (272mAh)" with magnetic attachment at the temple tips have been applied, compensating for the device's limitation of rapid battery consumption.

Lines of visitors also continuously formed at the Meta booth, pioneer of smart glasses. Meta's exhibited second-generation product, created in collaboration with Ray-Ban, features call and camera functions. When asked for a recipe, the cooking process unfolded on the lens.

The information technology (IT) industry predicts that smart glasses will see the fastest adoption rate among currently discussed next-generation AI devices. In particular, observers believe they could replace heavy extended reality (XR) headsets. Market research firm Smart Analytics Global (SAG) has defined 2026 as the year smart glasses market will truly take off. Global smart glasses revenue this year is projected to surge more than fourfold from the previous year's $1.2 billion to $5.6 billion (approximately 8.3 trillion won). By 2030, smart glasses shipments are forecast to reach 75 million units with revenue growing to $29 billion. As smart glasses rapidly emerge as the protagonist of next-generation AI devices, the telecommunications industry is also paying close attention. In fact, SK Telecom CEO Jung Jae-hun visited the Meta booth on March 2.

An IT industry insider predicted, "Although Meta CEO Mark Zuckerberg seized the market early by putting smart glasses on the agenda, competition from Google and Alibaba with their powerful AI models could shift the market landscape."