Snap targets enterprises with Salesforce, Nvidia AI tools for augmented-reality glasses

Snap, the social media company founded by Evan Spiegel, has announced partnerships with Salesforce, Nvidia, and Amazon Web Services to integrate their respective workplace tools into Snap's augmented reality (AR) glasses called Specs. These collaborations aim to attract enterprise demand and establish a presence in the competitive market for AI-powered AR gadgets, which are currently dominated by Big Tech rivals such as Meta.

Specs, unveiled in June at a price point of $2,195, is positioned as a workplace device for businesses that require hands-free computing solutions in environments like factory floors, retail outlets, and field service operations. By integrating Salesforce's AI agent platform Agentforce, Nvidia's AI capabilities, and Amazon Web Services' AI assistant, Snap's AR glasses will enable workers to access company data, automate tasks, and use voice commands for various operations.

Snap did not disclose the financial terms of the partnerships, which also include software company Trifork and augmented reality software firm Hololight. The charging case for Specs will be sold separately and will offer cellular connectivity through telecom partners such as Verizon in the U.S., Orange in France, and BT Group’s EE in the UK.

The launch of Specs is expected to begin in later fall in the U.S., UK, and France. Starting in October, consumers can try out the AR glasses at the Westfield Century City shopping mall in Los Angeles, according to Snap. The move reflects the growing interest and investments in the AI-driven AR market, despite challenges faced by competitors like Apple, whose Vision Pro headset has struggled to achieve mainstream success.