Snapchat has launched new augmented reality (AR) and machine learning (ML) tools to help businesses and advertisers promote their brands on the platform more effectively. The company has been investing in automation and machine learning to speed up and simplify the creation of AR assets. The platform unveiled AR Extensions at the US-based event, IAB NewsFront. Advertisers can now directly incorporate AR lenses and filters into any of Snap’s ad formats, such as Collection Ads, Spotlights, Dynamic Product Ads, and Snap Ads.
Another feature coming to Snapchat is ML Face Effects, which allows brands to use Generative AI technology to create customized Lenses for branded AR ads. With this new feature, brands can quickly create a unique machine-learning model and enhance a Lens with lifelike face effects. With the help of AR ads, advertisers will be able to directly promote their goods, intellectual property, and brands to Snapchat’s 422 million daily active users. New automation and machine learning tools have been released in the AI space to facilitate the quicker and simpler creation of augmented reality.
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Snapchat hopes to help brands transform 2D product catalogs into try-on experiences by cutting down on the time required to create AR try-on assets at scale with this new tool. Additionally, brands can now use generative AI technology, which enables customer-produced lenses, to create branded AR ads on Snapchat. With the help of this new feature, users can quickly generate unique machine-learning models that produce realistic effects and branded selfie experiences for “Snapchatters.”
Additionally, the social media network changed its relationship with Live Nation in an effort to better utilize Snapchat’s network of influencers, or “Snap Stars.” Through the Snap Nation Public Profile, Snap Nation will provide Snapchatters with exclusive behind-the-scenes content from well-known musicians. To compile shared experiences from the platform community in one location, Snapchat will also be curating stories from Live Nation concerts and festivals that feature public Spotlights from Snapchatters, Snap Stars, music fans, and artists.
Currently, advertisers can only take advantage of this feature in the United States. There, they can participate through branded content on creator stories, ads in Snap Nation stories, and AR Lenses that use Live Nation IP.
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