Snap says its new SPECS augmented reality glasses can bring AI assistance, entertainment and work tools directly into a user's field of view without the need for a smartphone.

Social media and camera company Snap has unveiled a new generation of augmented reality glasses that it believes could help move computing beyond the smartphone. Called SPECS, the wearable device combines see-through augmented reality displays with artificial intelligence, entertainment and productivity tools.

The glasses are available to pre-order for US$2,195 (with a $200 refundable deposit) and are scheduled to begin shipping this autumn in the US, UK and France.

To support the launch, Snap has unveiled a global marketing campaign photographed by Steven Meisel featuring "visionaries" including musical artist Imogen Heap (pictured above), actress/model Kaia Gerber, rapper Jack Harlow, model/actress Hoyeon and basketball player Jimmy Butler (pictured below). The campaign will showcase new experiences developed for the platform ahead of the product's commercial release later this year.

The launch marks Snap's most ambitious hardware release to date and represents the culmination of more than a decade of investment in augmented reality technology. Best known as the company behind Snapchat, Snap says it has spent years developing the software, displays, optics and computer vision systems needed to create a fully standalone wearable computer.

Evan Spiegel, co-founder and CEO of Snap, says: "SPECS are the beginning of a new era in computing. For decades, computers have asked us to look down, sit still, or step out of the moment. SPECS bring computing into the world around us where we live, work, learn, create, and connect."

Unlike existing AI-enabled glasses, which typically rely on audio interactions, or virtual reality headsets that can isolate users from their surroundings, SPECS are designed to overlay digital content onto the real world while allowing people to remain aware of their environment.

The glasses feature transparent augmented reality displays capable of showing directions, notifications, entertainment content and AI-generated information directly within a user's field of vision. Snap says the viewing area is comparable to a 24-inch desktop monitor for work tasks or a 115-inch cinema screen positioned around three metres away.

Weighing between 132g and 136g depending on size, the glasses are made from Swiss TR90 polymer and are available with prescription lens inserts. Electrochromic lenses can also switch from clear to tinted in around ten seconds.

The new SPECS augmented reality glasses are powered by two Snapdragon processors, with one dedicated to computer vision and the other focused on running augmented reality experiences known as Lenses. Snap says the system enables natural hand tracking and low-latency interactions, helping digital objects appear stable within the real world.

Among the experiences highlighted by the company are spatial navigation tools, AI-powered assistance, educational applications and collaborative experiences that multiple users can share at the same time. Demonstrations included interactive music lessons, sports tools and visualisations that make scientific concepts easier to understand.

Spiegel says: "SPECS are not designed to replace the world. They're designed to bring computing into it."

Battery life is rated at up to four hours of mixed use, including video playback, AI features and augmented reality applications. A portable charging case provides four additional charges, extending total usage to around 20 hours.

Alongside the hardware announcement, Snap also introduced new tools for developers building applications for the platform. The company says hundreds of augmented reality experiences have already been created for SPECS, supported by a series of software updates released over the past 18 months.

Artificial intelligence plays a central role in the new device. Rather than operating through a traditional chatbot interface, Snap says AI can interpret the wearer's surroundings and provide contextual assistance in real time.

Spiegel says: "With SPECS, AI is not intelligence trapped in a chat box. It is intelligence that can see what you see, understand what you're trying to do, and help you in the moment."

The company also emphasised privacy features, including on-device data processing, recording indicators and controls that allow users to manage what information is stored or shared.

The launch of SPECS comes as technology companies increasingly compete to define the next generation of personal computing. While smartphones remain dominant, augmented reality glasses are widely viewed as a potential future platform for digital experiences, blending information and services directly into the physical world.