Snap is expanding its ambitions for augmented reality beyond consumers, partnering with Nvidia, Amazon Web Services and Salesforce to bring its $2,000 Specs AR glasses into the enterprise market.
CEO Evan Spiegel said the initiative is part of a broader effort to position Specs as a computing device rather than simply smart glasses designed for taking photos.
Snap unveiled the latest Specs AR glasses in June with a $2,195 price tag and a $200 refundable deposit. The company initially positioned the device for general consumers rather than developers.
Spiegel said Specs could have applications in business environments where workers need real-time information while keeping their hands free. One example is field technicians who could use the glasses to view digital instructions while troubleshooting equipment and interact with colleagues.
Snap sees partnerships with Nvidia and Salesforce as a way to make enterprise AI capabilities more accessible through Specs.
“They’ve got an open-source XR AI platform that a number of businesses are already building on top of,” Spiegel said. “The goal with both Salesforce and Nvidia is to make it really easy for businesses to get the benefits of those agentic platforms.”
Snap is also introducing Specs Intelligence, a consumer-focused AI service designed to work as a digital assistant across Specs as well as iPhones and Mac computers.
The company has not yet finalised pricing for the service. Spiegel said it will include a free tier along with “different price points” based on usage.
Snap’s push into enterprise AR comes as the wider technology industry continues to debate the safety and pace of AI development. Spiegel said concerns around AI risks have existed for years and called for an international approach involving regulators and policymakers.
“It’s really important that we coordinate an international and thoughtful response,” Spiegel said. “It’s really important that regulators and policymakers consider actual potential harms rather than imagined harms, and so that’s why I think it’s going to be really important for a thoughtful and international group to really get together on this.”
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