Snap doubles down on $2,200 smart glasses with AI features and enterprise partnerships

Snap's ambitious AR glasses, Specs, faced a public relations fiasco when they launched at a $2,200 price point earlier this year. Now the company is working hard to convince skeptics that the hefty device—which drew online ridicule and calls for CEO Evan Spiegel to step down—actually serves a meaningful purpose.

At a Los Angeles event this week, Snap unveiled a suite of new capabilities aimed at embedding Specs into both personal and professional workflows. The announcements suggest the company sees the device less as consumer gadgetry and more as a productivity-focused platform.

Entertainment and AI Intelligence#

Two major features rolled out Wednesday target different use cases. Specs now connects to HBO Max and Spotify, offering interactive entertainment experiences that most AR glasses have historically lacked. The announcement was overshadowed, however, by Specs Intelligence—an "anticipatory AI" system that tracks user goals, relationships, and routines across connected devices like iPhones and Macs. According to Snap, the system synthesizes data from your apps and tools to help you prioritize tasks and advance longer-term objectives.

Spiegel described it as an "AI native operating system" that connects Lenses—Snap's AR camera effects—to help users accomplish goals while staying focused. In reality, the system functions more as an AI productivity assistant that works with Specs but doesn't require them.

Targeting Enterprise and IT#

Perhaps more strategically important is Specs for Enterprise, a program designed to integrate the glasses into corporate environments. Snap announced partnerships with Amazon, Salesforce, Nvidia, and other firms. The initial use case—demonstrated at Wednesday's event—centers on IT technicians using the device for hardware repair and troubleshooting. Spiegel emphasized mobile device management, security controls, and team deployment features.

Whether enterprise customers will embrace the glasses as a daily tool remains unclear; the demo scenarios were vague, and wearing heavy goggles for extended work periods poses practical questions.

Niche Experiences and Connectivity#

Additional features revealed included an NBA and WNBA partnership that lets users practice basketball and improve their shot through AR, though the realism of playing sports while wearing cumbersome head-worn goggles is questionable.