When innovation feels like a trade-off: understanding regulatory expectations and social acceptance of AI glasses in Japan

The development of AI has intensified debate over the social consequences of technologies such as AI glasses. In Japan, where these devices are still rare, little is known about public impressions. We examined the socio-psychological factors and underlying pathways shaping social acceptance and regulatory expectations regarding AI glasses in Japan. We analysed data from a stratified sample of Japanese participants (N = 625), who completed a questionnaire about social acceptance, regulatory expectations, risk perception, zero-sum thinking, social norms, and cultural factors after receiving a standardised visual and text description of the technology, along with knowledge checks. Conditional process analyses revealed two pathways. First, social acceptance increases when norms enhance perceived social benefits, particularly when collectivism orientation is stronger. Second, regulatory expectations are correlated directly by perceived dread and mediated by zero-sum thinking, which can be changed by levels of privacy concerns. Women reported higher concerns and lower social acceptance. It suggests that responses to AI-powered smart glasses in Japan are shaped by the interaction of social norms, benefits, cultural orientation, zero-sum thinking, and privacy concerns. Understanding these mechanisms can help explain public responses to emerging AI technologies and inform the development of AI regulations.