DuckDuckGo has launched a collaboration with sunglasses brand Knockaround, releasing a pair of “Normal F***ing Sunglasses” that mock the growing trend of AI-powered smart glasses.
The privacy-focused search engine unveiled the limited-edition shades as part of a collaboration with Knockaround, marketing them as the complete opposite of AI wearables by emphasizing that they don’t record, listen or analyze anything around the wearer.
DuckDuckGo’s sunglasses come with “zero AI” #
Rather than packing in cameras, microphones or AI assistants, the sunglasses are simply a pair of polarized shades with UV400 protection and a lifetime warranty.
The product description on the collaboration page reads, “Knockaround and DuckDuckGo are introducing the world’s most innovative anti-surveillance sunglasses. AKA Normal F***ing Sunglasses. No camera, no microphone, no AI, no battery, no electronics of any kind. Just a beautifully crafted pair of matte black sunglasses with a glossy DuckDuckGo logo, designed to block the sun and never send data to the cloud.”
The campaign is an obvious reference to the growing number of AI-powered smart glasses, including Meta’s Ray-Bans, which feature cameras and AI assistants capable of identifying objects, answering questions and interacting with the wearer’s surroundings.
The limited-edition sunglasses are available exclusively through Knockaround for $35 while supplies last.
This isn’t the first time DuckDuckGo has taken a shot at big tech companies. In July, the company advertized that its free web browser could be used to completely block YouTube ads. “Tired of ads interrupting your videos? Us, too,” it said.