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DuckDuckGo created a pair of sunglasses with no extra features, and they sold out completely. This product, called “Normal F***ing Sunglasses,” was a sort of response and a jab at Meta’s AI-powered smart glasses.
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The smart devices segment saw an unconventional addition: DuckDuckGo unveiled a new accessory designed to protect privacy in a world overflowing with AI. This isn’t just a marketing ploy, but a very real physical product, although the search engine company clearly sought to make its stance known.
DuckDuckGo’s most stylish and latest product is a pair of ordinary sunglasses that lack video recording capabilities or generative AI integration. Combining elements of a marketing campaign with everyday fashion, this accessory was created in collaboration with Knockaround. The sunglasses, aptly named “Normal F***ing Sunglasses,” are aimed at shoppers who want to take a walk down the street on a sunny day without worrying about privacy.
The matte-black frame is based on Knockaround’s Paso Robles design and features all the standard characteristics of high-quality eyewear: polarized lenses with full UV400 protection and impact resistance in accordance with FDA standards. The product description specifically highlights the absence of batteries, external power sources, electronic components, or any AI integration.
A DuckDuckGo spokesperson noted that the “Normal F***ing Sunglasses” model was created as a satirical jab at products that invade privacy and are replacing ordinary analog items. She emphasized that Meta and other tech giants are turning sunglasses into surveillance tools, which is why data-conscious consumers prefer simple models without video recording or AI features.
DuckDuckGo’s attempt to take a jab at Big Tech over its drive to accumulate user data might have seemed like a simple PR stunt, but the sunglasses sold exceptionally well. The entire inventory sold out in a matter of days, and DuckDuckGo confirmed that most of its stock had been sold, though it is not yet ready to disclose the final figures.
In addition to launching products, DuckDuckGo is developing its own browser. The company has taken a clear stance on generative AI and tools based on large language models. It conducted a survey among users regarding the feasibility of integrating AI directly into search. The overwhelming majority opposed this idea, so DuckDuckGo moved all AI features and interactions to a separate page.
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