Alibaba Group Holding Ltd. (BABA) just became the latest tech giant to bet that the future of computing sits on your nose, not in your pocket. The company launched its first AI glasses in China on Thursday, jumping headfirst into what's shaping up to be the most crowded product category since everyone decided to make tablets a decade ago.
The new Quark AI Glasses come in two flavors: the flagship S1 with three variations and the lighter G1, also available in three versions. Alibaba priced the S1 starting at 3,799 yuan, which translates to about $537 for those of us not doing currency conversions in our heads.
"AI glasses are the intelligent devices that truly usher in a revolution in human-computer interaction in the AI era," Alibaba vice-president Wu Jia told SCMP. "Their importance is no less than that of mobile phones."
That's a bold claim, but Alibaba isn't alone in thinking smart glasses represent the next major computing platform. Meta Platforms Inc (META), Apple Inc (AAPL), and Samsung Electronics Co Ltd (SSNLF) are all placing similar bets. The strategic logic makes sense: whoever captures the next generation of user traffic wins the next round of e-commerce and consumer AI dominance, especially in China's brutally competitive market.
What These Glasses Actually Do
The S1 model packs a dual-chip system powered by Qualcomm Inc's (QCOM) Snapdragon AR1 processor paired with a low-power coprocessor. According to Alibaba, the glasses offer hands-free assistance for daily tasks including real-time translation, navigation, payments, and answering whatever questions you throw at them. This all runs through the Quark assistant and Qwen AI, Alibaba's answer to ChatGPT.
The G1, meanwhile, starts at 1,899 yuan and weighs just 40 grams. It shares the S1's core hardware but ditches the display, creating a lighter alternative focused primarily on camera and AI functions rather than visual output.
Alibaba positioned the Quark lineup as a direct shot across the bow at Meta's Ray-Ban Display glasses, which launched in September at $799 with a full-color display. That pricing gap is notable: Alibaba is undercutting Meta by more than $250 on the flagship model.
Everyone Wants In On This Race
Apple (AAPL) is reportedly developing multiple head-mounted devices with launches expected by 2027, aiming to leap ahead of Meta's Ray-Ban smart glasses lineup. Snap Inc (SNAP) is also preparing lightweight AR glasses to join the competition.
Amazon.com Inc (AMZN) added another dimension to the race by unveiling AI-powered smart delivery glasses that provide drivers with hands-free navigation, package identification, and real-time task updates. The system uses computer vision and geospatial mapping to boost delivery safety and efficiency, with more driver-assist features planned.
The timing makes sense. Global smart glasses shipments more than doubled in the first half of 2025, driven largely by Meta's products, according to Counterpoint Research. When a market grows that fast, everyone wants a piece.
Technical Specs and Ecosystem Integration
Alibaba's Quark glasses include a monochrome green display on the S1, along with bone-conduction microphones, built-in cameras, and a swappable dual-battery system that supports up to 24 hours of use. The company previewed the glasses back in July, sparking early interest, and began presales in late October on major Chinese e-commerce platforms including Taobao, JD.com Inc (JD), and Douyin.
Chinese rivals aren't sitting idle either. Xiaomi Corp (XIACY) launched a 1,999-yuan model in June. Baidu Inc.'s (BIDU) Xiaodu AI Glass Pro went on sale this month for 2,299 yuan. And Rokid introduced its lightweight device priced from 2,199 yuan in partnership with eyewear brand Bolon. The Chinese market is getting crowded fast, with most competitors pricing between roughly $268 and $325.
The Alibaba Ecosystem Advantage
Where Alibaba might have an edge is ecosystem integration. The company emphasized how deeply the Quark AI Glasses connect with its extensive app universe, enabling seamless access to Amap mapping, Taobao shopping searches, Fliggy travel bookings, and Alipay mobile payments via Ant Group.
The company is also expanding partnerships with external services including QQ Music and NetEase Inc (NTES) Cloud Music to unify experiences across shopping, travel, entertainment, and productivity. That's the kind of vertical integration that could make these glasses genuinely useful rather than just novel.
A camera built into the lens lets users scan products and instantly view Taobao pricing. Other features include AI-generated meeting notes, image recognition, real-time navigation cues, and 3K photo plus 4K AI-upscaled video capture using Alibaba's Super Raw image enhancement technology.
The big question, of course, is whether consumers actually want to wear computers on their faces. Google Glass famously flopped a decade ago, but the technology has improved dramatically since then, and AI capabilities make the value proposition much stronger. Still, getting people to change their computing habits is incredibly hard, even when the technology works well.
BABA Price Action: BABA shares were down 1.35% at $155.47 in pre-market trading on Friday.