During the 2024 IAB NewFronts event held on May 1, Snapchat revealed a series of new augmented reality (AR) and machine learning (ML) tools designed to help brands and advertisers engage users through interactive experiences on the platform.
The company emphasized that it has invested in ML and automation to make the process of AR try-on assets faster and easier for brands. Over the past few years, Snapchat has collaborated with giants like Amazon and Tiffany & Co. to let virtually try on different products in the app. Now, the social network has reduced the time it takes to create these AR try-on assets, which will help brands quickly turn more of their 2D product catalogs into try-on experiences.
Now, brands can harness generative AI technology to create personalized lenses for their AR ads. According to TechCrunch’s report, brands can start this process by providing a simple text or image prompt to generate a unique ML model that can add realistic face effects to a Lens. Lenses with these ML face effects can then be incorporated as AR ads on Snapchat.
Additionally, Snapchat announced AR Extensions, which will help advertisers integrate AR Lenses and filters directly into all the app’s ad formats. This extends to Snap Ads, Dynamic Product Ads, Collection Ads, Spotlight Ads and Commercials.
Snapchat, which has been an early adopter of AR technology, has claimed that more than 300 people engage with AR experiences on its app every day on average. Now, advertisers have a unique and comprehensive toolkit to engage users.
