The company has unveiled “Specs” – AI-powered glasses that overlay digital content onto the real world. Priced at £1,995 in the UK, they can provide directions, answer questions, play games and even record what users see.

Snap founder Evan Spiegel says the launch marks the start of a “new era in computing”, but analysts suggest the hefty price tag could make it a tough sell for the younger consumers who make up much of Snapchat’s audience.

A $200 refundable deposit is required to pre-order the glasses, which will ship in the US, the UK, and France, BBC News reports.