Meta is intensifying its efforts to promote its AI glasses by hiring Jim Shepherd, the former director of content partnerships at Snap. Shepherd previously established connections with various celebrities and influencers, which he will leverage to attract high-profile users to Meta's AI devices. The company has reported a remarkable increase in sales of its AI glasses, with figures rising over threefold in 2025, sometimes struggling to meet demand. Alongside this, Meta is developing additional products, including an AI pendant for constant access to its AI features and plans for AR glasses set to launch in 2027. Shepherd's hiring comes as Snap prepares to introduce its own AR glasses, highlighting the competitive landscape. By engaging celebrities to showcase the utility of its AI glasses, Meta aims to drive consumer demand and justify its significant investments in AI development, addressing investor concerns regarding profitability.