Snapchat Launches New AR and ML Tools for Advertisers
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.
Snapchat’s New AR and ML tool for brand growth
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.”
Snapchat’s ongoing affiliations for community building
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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The Future of Creative Branding in the era of CGI and Artificial Intelligence
The Context
In the digital revolution era, the future of creative branding holds immense potential for success.
Brands today face a substantial demand for creative content. It’s no longer sufficient to promote a service merely; brands must weave a narrative to forge connections with their customers. They must share values and philosophies beyond their products, finding an audience that resonates with them.
The Communication Tools
In my view, nowadays the most invaluable tools for conveying a product brand include computer-generated imagery (CGI), still photography, and video production. While I anticipate that augmented reality (AR) experiences may replace many of these tools in the future, CGI and artificial intelligence (AI) will remain pivotal. CGI serves as a tool to pre-visualize and enhance the visualization of products, allowing them to exist in extraordinary worlds and showcase features and benefits that would be challenging to communicate otherwise. CGI will eventually replace product photography, leading to a surge in demand for video productions by brands. With tools like Unreal Engine, CGI will be indispensable for real-time product displays and architectural visualization scouting, real-time and post-produced hybrid virtual productions.Alongside these advancements, AI is rapidly finding a place in the creative branding landscape. Currently functioning as a complementary tool to CGI, AI’s swift evolution demands our attention. It’s primarily used to generate creative visual solutions and aids in the previsualization of video content. As AI evolves, it will become an indispensable tool for both creatives and brands, offering solutions such as crafting captivating scripts and generating voiceovers in multiple languages.
Quality over Quantity
Despite envisioning a bright future for creative branding with CGI and AI, I caution against the easy mistake of prioritizing “quantity over quality.”
AI, in particular, tends to generate numerous outputs from a single input. While this can be inspirational, mismanaging AI may lead to inconsistent outputs, creating distractions for customers and failing to add value to the brands and products being promoted.
While CGI and AI accelerate content production workflows through fast iterations, creating high-quality output demands meticulous attention to detail.
Crafting a product aligned with brand values, effectively communicating to the right audience, and serving as a potentially viral communication tool takes time and iterations.
Focusing on these aspects necessitates open dialogue and collaboration among creative minds.
Final thoughts
The potential and possibilities in CGI and AI for creative branding are vast. However, it’s crucial to be mindful, especially with AI, which can generate outputs lacking strategy and consistency.
Failing to manage AI properly may dilute the focal points and values crucial for establishing deeper relationships with modern customers.
Maintaining top-quality outputs is more than ever fundamental for elevating the brand and working effectively.
This article is written by Gabriele Ricci, Creative Motion Director
Gabriele Ricci
Creative Motion Designer | CG Director | Professional Partner in Motion Design and Creative Branding
Gabriele Ricci is an award-winning Creative Motion Designer and CG Director who collaborates with global companies, international agencies, and brands.
His distinctive superpower is a blend of creative strategy, art direction, and technical expertise. This enables him to serve as a professional partner, leading motion design projects from initial concept to final delivery.
With his personal brand RICCI- Design in Motion®, he created premium video content such as digital marketing campaigns for Emporio Armani, the 3D video promo for the celebrity book of Arnold Schwarzenegger by Taschen, or top-quality digital marketing video for brands such as Ray-Ban and Oakley.