Snap Names Robert Downey Jr. Chief Customer Experience Officer for Specs

Snap has appointed actor Robert Downey Jr. as chief customer experience officer for Specs, its augmented reality glasses. The move is meant to build interest in the device ahead of the peak holiday shopping season, and the company announced it on October 20, 2026.

Original Episodes Put Specs to the Test

In the role, Downey Jr. will help customers understand what the glasses can do. He will also work with teams across the Specs organization to explore new capabilities, shape Lens experiences and develop original content. His first project is a series of episodes that test the technology in everyday scenarios. They show how Specs can improve workspaces, sharpen golf skills, deliver entertaining shows and help people build artistic abilities.

The episodes are available on the Specs website and on YouTube. Downey Jr. will also front a new Specs promotion during the NBA season opener between the New York Knicks and the Philadelphia 76ers. Snap says he will collaborate with the company on in-person experiences as well.

A Hard Sell at $2,195

The partnership gives the AR glasses high-visibility exposure, but challenges remain. Specs are bulkier than Meta’s current smart glasses, which could put off some buyers. They are currently available for pre-order at $2,195, a price that places them beyond the reach of most consumers.

Still, Downey Jr. is known for wearing stylish, large-framed eyewear, and his endorsement could lend the device some credibility.

With Specs still in the pre-order stage, the celebrity-led campaign will test whether star power can turn curiosity about AR glasses into sales.