Snap announced a range of features and services related to its Specs smart glasses, in an attempt to give the $2,200 device practical uses beyond being a costly augmented-reality experiment. The announcement came during an event held by the company in Los Angeles, months after the glasses were first unveiled and faced widespread criticism over their design and price.
The most prominent update is the launch of Specs Intelligence, a system Snap describes as “proactive” artificial intelligence that can work with the glasses and the user’s other devices, including iPhone and Mac. The company says the system builds an understanding of the user’s goals, priorities, relationships, and routines based on the apps and tools they choose to connect, helping them focus on what matters and complete their projects.
Artificial Intelligence That Does Not Require the Glasses
Evan Spiegel, Snap’s CEO, presented the system as a native operating system for artificial intelligence, designed around the user’s projects and capable of connecting the digital-lens experiences Snap provides on phones and glasses. However, the practical demonstration, as shown at the event, makes it seem closer to an AI-powered productivity app that can be used with Specs, without the glasses being required to run it.
Snap also added integrations with HBO Max and Spotify, expanding the device’s interactive entertainment options. The company announced an experience developed in partnership with the NBA and WNBA to help users practice basketball and improve their shooting through augmented-reality technologies.
An Attempt to Reach Businesses
Snap is also seeking to move Specs from the consumer market into workplaces through the Specs for Enterprise program. The program enables the glasses to be integrated into enterprise workflows, with partnerships the company announced with Amazon, Salesforce, Nvidia, and other technology companies.
The initially presented uses focus on IT technicians; a demonstration video showed a technician repairing hardware with the assistance of the glasses. Spiegel said Snap is working on mobile-device management, security controls, and ways to deploy and manage software packages across teams in cooperation with technology providers.
What Is Actually Changing?
The announcements show that Snap is trying to build an ecosystem around Specs rather than rely on the glasses as a standalone product. The potential value lies in connecting artificial intelligence to digital tasks, enabling specific professional scenarios, and providing entertainment content and connectivity while on the move.
However, this does not resolve the fundamental questions about the product. The glasses are relatively heavy, and their price puts them out of reach for most consumers. Some of the announced uses, such as playing basketball while wearing a large device on one’s head, also appear to have limited practical application. Cellular connectivity while on the move requires a separate package that includes a charging case with cellular capabilities, and costs $10 per month for Verizon customers and $20 for everyone else.
Snap is preparing to host a temporary Specs store in Los Angeles during October, with device shipments scheduled to begin later in the fall. Therefore, the product’s viability will remain tied to the company’s ability to turn these offerings and partnerships into repeated use, rather than merely increasing the number of available features.