Snapchat’s parent company, Snap, has launched a new iteration of its generative AI technology to enhance the realism of special effects users can apply when filming themselves with their phone cameras. This move is part of Snap’s strategy to maintain its competitive edge in social media.
Snap has been a trailblazer in augmented reality (AR), a technology that superimposes digital effects onto real-world photos or videos. Although Snap is smaller than giants like Meta, it aims to attract new users and advertisers by offering advanced, playful special effects known as lenses.
With the introduction of the new AI-powered lenses, AR developers are empowered to craft more intricate and lifelike effects for Snapchat users. This not only enriches the user experience but also amplifies Snap’s allure for advertisers seeking innovative methods to captivate their audiences.
Snap has also enhanced its developer platform, Lens Studio, to streamline the creation of AR features for Snapchat and other platforms. Bobby Murphy, Snap’s Chief Technology Officer, has pushed for this update because it will significantly shorten the time it takes to create AR effects and make it possible to create more complex effects.
“What’s exciting for us is that these tools expand the creative possibilities and are user-friendly, allowing newcomers to create something unique quickly,” Murphy said in an interview.
The new Lens Studio includes a suite of generative AI tools, such as an AI assistant to help developers with queries and a tool that generates three-dimensional images from text prompts. This eliminates the need for developers to build 3D models from scratch, streamlining the creative process.
Earlier versions of AR technology could handle only primary effects, like placing a virtual hat on a person’s head in a video. The latest advancements allow for more sophisticated lenses, such as hats, that move seamlessly with a person’s head and match the video’s lighting conditions, enhancing the realism of the effects.
Murphy also mentioned that Snap is working on full-body AR experiences, such as generating a new outfit for the user, which is a complex task. These advancements aim to push the boundaries of what is possible with AR on Snapchat.
