Snapchat Unveils New AR and ML Tools for Brands

Snapchat announced the launch of its augmented reality (AR) and machine learning (ML) tools tailored for brands and advertisers aiming to engage users through interactive experiences on the platform.

The social media giant announced at the 2024 IAB NewFronts event on Wednesday signalling investments in ML and automation, geared towards expediting the creation of AR try-on assets for brands. 

Leveraging partnerships with industry leaders like Amazon and Tiffany & Co., Snapchat showcased its prowess in enabling users to virtually try on various products within the app. 

Notably, the company boasted a reduction in the time required for crafting these AR try-on assets, empowering brands to swiftly transform their 2D product catalogues into immersive try-on experiences.

Furthermore, Snapchat introduced branded AR ads powered by generative AI technology, allowing brands to develop custom Lenses effortlessly. 

Through this innovative feature, brands can furnish a simple text or image prompt to generate a unique ML model, facilitating the addition of realistic face effects to Lenses. 

These ML-enhanced Lenses can then be seamlessly integrated into Snapchat's ad formats, including Dynamic Product Ads, Snap Ads, Collection Ads, Commercials, and Spotlight Ads, via the newly unveiled AR Extensions.

Snapchat, a trailblazer in AR technology adoption, disclosed that over 300 million users engage with AR experiences on its platform daily, underscoring the immense potential of immersive advertising experiences.

The rollout of these cutting-edge tools coincides with Snap's recent financial report, which revealed a 21% increase in revenue for Q1 2024, amounting to $1.195 million. 

This growth trajectory is primarily attributed to enhancements made to Snapchat's advertising platform, coupled with an 85% surge in the number of small and medium-sized advertisers on the platform.

Expressing enthusiasm about the heightened demand for its advertising solutions, Snapchat reiterated its commitment to bolstering its ad business. 

Additionally, the company unveiled plans for the "Snap Sports Network," a dedicated sports channel within Snapchat showcasing unconventional sports like dog surfing and extreme ironing, complemented by user-generated and scripted content hosted by Snap Stars.

Expanding its collaboration with Live Nation, Snapchat introduced the Snap Nation Public Profile, offering exclusive behind-the-scenes content from concerts. Users can expect curated stories featuring public posts from Live Nation events, enriching the platform's entertainment offerings.