Weekly Prompt: Snapchat’s new AR and ML tools and more

Snapchat unveils advanced AR and ML tools for brands and advertisers

Snapchat unveiled a suite of new augmented reality (AR) and machine learning (ML) tools during the 2024 IAB NewFronts event, aimed at assisting brands and advertisers in engaging users through interactive experiences on the platform. These tools represent a significant advancement in Snapchat's commitment to AR technology, focusing on simplifying AR creation and enhancing advertising capabilities.

To streamline the AR creation process, Snapchat has introduced automation tools designed to guide brands through building AR try-on assets more efficiently. By leveraging machine learning and automation, Snapchat aims to reduce the time required for brands to transform their 2D product catalogues into immersive try-on experiences, helping to increase engagement and connection within the app.

Additionally, with ML Face Effects, brands can make use of generative AI technology to create custom Lenses through simple text or image prompts, generating a unique ML model. This model can incorporate realistic face effects into a Lens, which can then be used as AR ads on the platform.

The company is also introducing AR Extensions, allowing advertisers to seamlessly integrate AR Lenses and Filters across all ad formats on Snapchat, including Dynamic Product Ads, Snap Ads, Collection Ads, Commercials, and Spotlight Ads.

In addition to these new tools, Snapchat is expanding its content partnerships to provide users with more exclusive experiences. Collaborations with Live Nation and various sports leagues, such as the WNBA, NBA, and NFL, will offer Snapchatters access to behind-the-scenes content and exclusive coverage of sports events. Also, Snap is launching the ‘Snap Sports Network’, a sports channel within Snapchat that will cover unconventional sports, such as dog surfing, extreme ironing, water bottle flipping, and more.

Sources: Snap, Social Media Today, TechCrunch

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