A growing controversy around Meta and its AI-enabled smart glasses has raised difficult questions about privacy, labour practices and the hidden human cost of training artificial intelligence. What began as an effort to improve AI systems has now spiralled into a wider debate over how user data is handled and who bears the burden of processing it.
The issue came into focus after workers in Kenya, employed through outsourcing firm Sama, described the kind of content they were required to review. Their role involved analysing videos and images captured by users of Meta’s smart glasses. However, investigations by Swedish publications found that the material often included deeply personal and intimate moments, far beyond what many would expect from routine data processing.
Workers recount disturbing experiences
Several workers said they were exposed to sensitive footage, including private moments inside homes and even explicit content. In some instances, recordings reportedly captured individuals in vulnerable situations without their awareness.
These workers were part of a data annotation process, a crucial but often overlooked step in training AI systems. Their job was to label and review content to improve accuracy, but the nature of the material has sparked concerns about both privacy violations and the psychological toll on those reviewing it.
Contract termination raises questions
Less than two months after these concerns surfaced, Meta ended its contract with Sama, a move that reportedly resulted in over 1,100 job losses. Meta stated that the decision was based on performance standards, while Sama has disputed the claim, saying it met all requirements and was not informed of any shortcomings.
The timing has drawn criticism from labour groups, with some suggesting that the termination may be linked to workers speaking out about their experiences. While Meta has said it is reviewing the allegations, it has not directly addressed claims that the layoffs were retaliatory.
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Regulators and wider concerns
The controversy has now caught the attention of regulators in multiple regions. Authorities have described the reports as concerning, with investigations underway into how user data is being collected, processed and reviewed.
Meta has maintained that content review is conducted with user consent and is a standard practice to improve AI performance. Its smart glasses, developed in partnership with major eyewear brands, include features like real-time translation and visual assistance, along with indicators meant to signal when recording is active.
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Still, the episode highlights a broader issue within the AI ecosystem. Behind seamless technology lies a workforce often tasked with handling complex and sometimes distressing material. As scrutiny grows, the debate is shifting from innovation alone to the ethics and accountability that underpin it.
