• Snapchat owner Snap has launched its latest iteration of generative AI technology that will allow users to see more realistic special effects.
  • Snap has been a pioneer in the field of augmented reality (AR), which overlays computerized effects onto photos or videos of the real world.

OUR TAKE
The launch of this new technology is not only to maintain Snapchat’s leading position in social media innovation, but also to enhance the user experience and expand its market reach. The application of generative AI technology allows users to be more immersed in the experience of virtual reality, providing them with a unique way to interact and space for creative expression.
–Revel Cheng, BTW reporter

Snapchat owner Snap on Tuesday launched its latest iteration of generative AI technology that will allow users to see more realistic special effects when using phone cameras to film themselves, as it seeks to stay ahead of social media rivals.

What happened

Snap has been a pioneer in the field of augmented reality (AR), which overlays computerised effects onto photos or videos of the real world. While the company remains much smaller than rival platforms like Meta, it is betting that making more advanced and whimsical special effects, called lenses, will attract new users and advertisers to Snapchat.

Santa Monica, California-based Snap also announced an upgraded version of its developer program called Lens Studio, which artists and developers can use to create AR features for Snapchat or other websites and apps.

Lens Studio now includes a new suite of generative AI tools, such as an AI assistant that can answer questions if a developer needs help. Another tool will allow artists to type a prompt and automatically generate a three-dimensional image that they can use for their AR lens, removing the need to develop a 3D model from scratch.

Also read: Snapchat, Saudi Ministry of Culture Launch AR Lens for Deaf Community

Also read: Snap Launches New Tools to Entice More Brands to Invest in AR Experiences

Why it’s important

AR developers are now able to create AI-powered lenses, and Snapchat users will be able to use them in their content, the company said.

Bobby Murphy, Snap’s chief technology officer, said the enhanced Lens Studio would reduce the time it takes to create AR effects from weeks to hours and produce more complex work.

Snap also has plans to create full body, rather than just facial, AR experiences such as generating a new outfit, which is currently very difficult to create, Murphy added.

As competition in the social media industry continues to intensify, Snapchat strives to ensure that users remain interested and loyal to its platform by constantly upgrading its technology and features. This innovation not only helps to appeal to a younger user base, but also provides advertisers with more innovative marketing and branding opportunities, further cementing Snapchat’s position in the digital advertising market.