The evolution of chatbots is continuously improving our social media interactions. Snapchat, once a ubiquitous app, has now transformed into a platform focused on brands, with a strong emphasis on AI try-on technology. It appears that Snapchat has made significant strides in this area.
At the 2024 IAB NewFronts event, Snapchat introduced a range of new augmented reality (AR) and machine learning (ML) tools tailored for brands and advertisers. These tools aim to enable the creation of more engaging experiences for Snapchat users.
This announcement follows Snapchat’s substantial investment in AR technology, establishing the company as a pioneer in AR features for social media, such as facial lenses for snaps.
Snapchat Elevates AR Try-On Experiences
A key highlight of the new toolset is the focus on simplifying AR try-on experiences. Snapchat recognizes the potential of AR for product visualization and has collaborated with major brands like Amazon and Tiffany & Co. to allow users to virtually try on products within the app.
The new AR try-on tools utilize automation and machine learning to streamline the process for brands, reducing the time and resources needed to create immersive 3D try-on experiences for users.
![\"Snapchat](\"https://dataconomy.com/wp-content/uploads/2024/05/Snapchat-new-AR-and-ML-tools.jpg\" "\\"Snapchat")
Unleashing Creativity with Generative AI
The introduction of ML Face Effects is another exciting addition. This feature allows brands to leverage generative AI technology to create custom Lenses based on a text or image prompt, offering a novel way to engage with users on Snapchat.
The AI generates a unique ML model to produce realistic face effects for a Lens, allowing brands to incorporate these AR Lenses into their ad campaigns on Snapchat.
Ready to party like it’s 1999? Our 90s AI Lens throws it back to the decade of denim on denim and all plaid everything. See what you and your friends look like decked out in the decade\’s best trends: https://t.co/ckNt5am853 pic.twitter.com/MwSArVBe5z
— Snapchat (@Snapchat) April 26, 2024
Seamless Integration Across Ad Formats
Snapchat introduces AR Extensions, allowing advertisers to seamlessly incorporate AR Lenses and filters into various ad formats on the platform, creating a unified AR experience across their advertising strategy.
With a focus on comprehensive AR integration, Snapchat aims to establish itself as a leader in AR advertising, providing brands with new tools to engage users effectively.
The Future of Social Media Advertising?
While it’s early to predict definitively, Snapchat’s investment in AR and ML tools for advertisers could signal a shift in social media advertising. Interactive and immersive AR experiences have the potential to capture user attention more effectively than traditional ads, leading to engaging ad campaigns on Snapchat.
The success of these tools will depend on user adoption and the creativity of brands in utilizing them. Snapchat’s move sets a trend in AR advertising, potentially influencing other social media platforms to adopt similar interactive approaches.
Featured image credit: rawpixel.com/Freepik
