Snap tries to make the case again for its $2,200 smart glasses

Your smart glasses now offer AI-powered productivity assistance and enterprise integrations.

Snap is attempting to re-establish the value proposition for its $2,200 smart glasses, called Specs. At a recent event in Los Angeles, CEO Evan Spiegel introduced new features and services designed to integrate the glasses into more digital activities. These updates include integration with HBO Max and Spotify for entertainment, and the launch of Specs Intelligence, an "anticipatory AI" system intended to understand user goals and routines across connected devices, functioning as an AI-native operating system. Snap is also launching Specs for Enterprise, partnering with companies like Amazon and Salesforce to integrate the device into corporate workflows, initially targeting IT technicians. Additionally, new features include an NBA/WNBA partnership for AR basketball practice and a separate cellular connectivity package for mobile use, costing $10-$20 per month through Verizon. The company aims to position Specs as a human-centric computing device, with pop-up events in Los Angeles in October before shipping later this fall.

Snap's renewed push for its Specs smart glasses signals a strategic pivot towards integrating the device into more sophisticated AI-driven workflows and enterprise solutions. By introducing Specs Intelligence, an AI system designed to understand user context and priorities, Snap aims to transform Specs from a niche hardware product into an essential component of a personalized computing experience. This move indicates a broader industry trend of blending augmented reality hardware with advanced AI to create more anticipatory and goal-oriented digital assistance, moving beyond simple AR overlays.

The introduction of Specs for Enterprise, along with partnerships with major tech players like Amazon and Salesforce, suggests a concerted effort to legitimize smart glasses in professional settings, particularly for specialized tasks like IT support. This focus on B2B applications, alongside consumer entertainment and productivity features, attempts to broaden the perceived utility and justify the high cost of the device. The success of this strategy will depend on whether businesses find tangible value in AR-assisted workflows and if consumers can be convinced of the glasses' role in a human-centric computing future, beyond novelty.