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Snap announced on October 20, 2026, that it has hired actor Robert Downey Jr., best known for his role as Iron Man, as the Chief Customer Experience Officer for Snap Spectacles, the company's augmented reality glasses product. Downey has appeared in multiple videos showcasing Specs capabilities, including using the glasses to get putting tips, practice art, and watch private videos of MMA matches in bed. In one promotional video, Downey dumps the contents of a box labeled 'AI glasses' into a trash bin, taking a shot at Meta's popular smart glasses products. The celebrity endorsement represents Snap's effort to build visibility and credibility for its AR glasses as it competes with Meta and Apple in the emerging spatial computing market. The high-profile hire signals Snap's commitment to positioning Specs as a lifestyle and entertainment product rather than purely a technical device.