Meta has backed away from highly controversial facial recognition tech in its products and services before, but seemingly not so far that it isn’t willing to have another crack at it. A new report from The New York Times claims Mark Zuckerberg’s company wants to add facial recognition to its lineup of branded smart glasses at some point this year.

The NYT spoke to four anonymous people with knowledge of Meta’s plans, who told the publication that the feature is codenamed “Name Tag” internally. As you’d expect, it would let people wearing Meta-powered Oakley or Ray-Ban glasses identify people and “get information about them” using AI.

Such technology naturally carries huge privacy and ethical risks, which is reportedly why Meta was hesitant to unveil Name Tag at a conference for the blind last year. It also may have shelved plans to include facial recognition in the first version of its smart glasses, which launched in 2023.

In an internal memo from Meta’s Reality Labs viewed by the NYT, Meta said that the current political instability in the US presents a good opportunity for it to push ahead with its plans. “We will launch during a dynamic political environment where many civil society groups that we would expect to attack us would have their resources focused on other concerns,” it said.

With the smart glasses market expected to become more competitive in the coming years, Meta seemingly believes facial recognition would give it an edge on rival products from the likes of OpenAI. As for how it would work, the company is considering its options. It could recognize people the wearer is already connected to via one of Meta’s apps, or potentially display information from public Instagram accounts. The NYT’s sources said that universal facial recognition, effectively allowing you to look up the identity of anyone you walked past, would not be possible.

Meta shut down Facebook’s Face Recognition system, used when tagging people in photos, in 2021, following widespread public backlash over privacy concerns. Three years later, it brought it back, this time as a tool for Instagram and Facebook designed to detect scam ads that use the faces of celebrities and other public figures. Last year Meta rolled out the feature beyond the US, so Facebook and later Instagram users in the UK, Europe and South Korea could also use it on their accounts.