Snap named actor Robert Downey Jr. as the chief customer experience officer for Specs to help buyers understand the functions of its $2,195 augmented reality glasses.
Selecting Downey Jr. fits the product because he portrayed Tony Stark in the Marvel Cinematic Universe for more than ten years, where his character used a transparent heads-up display inside the Iron Man suit. Now, Snap hired the actor to promote real-world augmented reality eyewear.
Downey Jr. will contribute to new features, Lens experiences, original content, and live events across the Specs organization, though Snap has not disclosed specifics about upcoming projects.
According to Snap Inc., Downey Jr. is starting his first project by releasing a series of original episodes testing SPECS technology on workspaces, golf, entertainment, and artistic skills.
These new videos are now available for viewing on the official Specs website and its YouTube channel. A promotional advertisement starring Downey Jr. also broadcast during the October 20 NBA season opener between the New York Knicks and the Philadelphia 76ers, aiming at the holiday shopping season.
Earlier reports indicated Snap proposed about $100 million in company stock for the position, but neither the firm nor the actor verified the amount.
Snap originally introduced Specs as standalone augmented reality glasses at AWE 2026 without requiring any phone, tether, or external computer. Powered by Snapdragon processors with OpenAI and Google Gemini integration, the device includes multimodal artificial intelligence lenses and real-time speech transcription in over 40 languages.
Even with advanced capabilities, the $2,195 price tag, translating to approximately PKR 558,000, poses a challenge for typical buyers, and Snap trusts celebrity backing will prove the value.
