The Rise and Stumble of Brilliant Labs

Brilliant Labs, a San Francisco-based startup, burst onto the scene in early 2024 with its Frame AI sunglasses—lightweight eyewear powered by advanced AI capabilities. Priced at $349, the glasses promised users real-time object recognition, language translation, and immersive augmented reality experiences through a multimodal AI assistant called Noa. Backed by high-profile investors like Resolute Ventures and True Ventures, the company quickly gained buzz, positioning itself as a challenger to tech giants like Meta and Apple in the wearable AI space.

However, the startup’s trajectory took a sharp downturn in recent months. Reports emerged of significant layoffs, with Herzberg confirming that the company had reduced its workforce by 20% last month. The cuts were attributed to funding challenges in a tightening venture capital market for AI hardware, where investor enthusiasm has cooled amid concerns over profitability and market adoption.

Herzberg’s Emotional Outburst

Herzberg’s post, shared on X (formerly Twitter), painted a picture of personal and professional exhaustion. “We’ve poured everything into these glasses—late nights, investor pitches, endless prototypes. Now, with layoffs and pivots, they sit in warehouses gathering dust. I feel so sorry for them,” he wrote. The statement, accompanied by a photo of prototype sunglasses, resonated with the tech community, amassing over 50,000 likes and retweets within hours.

Industry analysts interpret Herzberg’s words as more than mere sentimentality. They signal deeper troubles at Brilliant Labs, including supply chain disruptions for custom display components and stiff competition from established players. Meta’s Orion AR glasses prototype, unveiled last year, and Apple’s rumored Vision Pro successor have raised the bar, making it harder for nimble startups to compete.

Broader Implications for AI Wearables

The plight of Brilliant Labs mirrors a larger trend in the AI hardware sector. According to PitchBook data, AI wearable funding dropped 35% year-over-year in 2025, with only $2.1 billion invested compared to $3.2 billion in 2024. Startups like Mojo Vision and North have faced similar fates, with layoffs and product delays plaguing the industry.

Experts point to several factors: high development costs, battery life limitations, privacy concerns over always-on AI cameras, and consumer skepticism. A recent Gartner report predicts that by 2028, only 15% of AI wearable startups will survive, with Big Tech dominating the market.

“AI glasses are the next frontier, but the path is littered with failures. Brilliant Labs’ story is a cautionary tale—innovate fast or get left behind.”

— Dr. Elena Vasquez, AI Hardware Analyst at Forrester Research

What’s Next for Frame AI?

Despite the setbacks, Herzberg remains optimistic. In follow-up posts, he announced a pivot toward software updates for existing Frame users, emphasizing Noa’s evolving capabilities like improved voice interaction and integration with popular apps. The company is also exploring partnerships with eyewear giants like Luxottica to scale production.

Customer reactions have been mixed. Early adopters praise the glasses’ lightweight design (just 40 grams) and novel features, such as instant text scanning and navigation overlays. However, complaints about software bugs and short battery life (around 90 minutes of heavy use) have surfaced on forums like Reddit’s r/AR_MR_XR.

Lessons from the Layoff Wave

Brilliant Labs’ struggles come amid a broader tech layoff wave. In 2025 alone, over 200,000 jobs were cut across the sector, per Layoffs.fyi. AI startups, once darlings of venture capital, now face scrutiny over burn rates and paths to revenue. Herzberg’s candidness has drawn comparisons to other founders, like Anthropic’s Dario Amodei, who have publicly grappled with scaling pains.

For the Frame AI sunglasses, the future hinges on Brilliant Labs’ ability to secure fresh funding—rumors swirl of a potential Series B round led by Andreessen Horowitz. Until then, Herzberg’s apology serves as a humanizing reminder that behind every gadget is a team of dreamers facing harsh realities.

Industry Voices Weigh In

Tech influencers have rallied around the startup. Marques Brownlee (MKBHD), who reviewed the Frames positively in 2024, tweeted support: “Rooting for @brilliantlabsio. AI glasses need more players like this.” Meanwhile, critics argue the product was overhyped, with The Verge calling it “innovative but incomplete.”