Snap, a social media company, is joining hands with Nvidia, AWS and Salesforce to target the enterprise market with its augmented reality glasses Specs. The company aims to expand their use beyond camera smart glasses into wearable computers for on-the-job work.

CNBC reported on Sept. 16 that Snap announced it would work with Nvidia, AWS and Salesforce to develop enterprise AR solutions. Specs, unveiled in June, are priced at $2,195 (about 3.03 million won).

Snap CEO Evan Spiegel (에번 스피걸) stressed, "You should see Specs as a computer, not just smart glasses." He said workers in factories or stores can check equipment inspection instructions hands-free, look up needed information and collaborate with other workers.

Enterprise features will use Salesforce's AI agent platform Agentforce, Nvidia's visual AI technology and AWS voice-based services. Snap is also developing enterprise management and security functions for use in on-site work, remote support and retail.

Snap also unveiled Specs Intelligence, a personal AI service. It supports tasks based on a user's schedule and goals and information from connected services, and is designed for use on iPhone, Mac and Specs. An iOS preview is currently available in the United States, and sign-ups are being taken for a Mac version waitlist.

Snap plans to offer a free tier and paid plans based on usage, but has not yet disclosed specific prices.

Spiegel also set out his stance on the AI safety debate, saying regulators should respond by focusing on real potential harm rather than hypothetical risks.

Snap plans to raise the utility of AR glasses by combining enterprise work tools and a personal AI assistant. But prices above $2,000 and wearing comfort remain challenges to be solved as the market expands.