Snapchat owner Snap on Tuesday unveiled its latest generative AI technology, which allows users to record themselves on their phones and enjoy more realistic special effects.
As part of an effort to stay ahead of social media rivals, Snapchat owner Snap Inc (SNAP.N) on Tuesday rolled out the latest version of its generative AI technology, which will allow users to experience more realistic special effects when recording themselves with their phone cameras.
Snap is a pioneer in augmented reality, the overlay of digital effects onto real-world images and videos. The startup, which is still much smaller than rivals such as Meta (META.O), is betting that by creating more sophisticated and quirky special effects, or “lenses,” it can draw more advertisers and users to Snapchat.
The company says AR developers will now be able to create AI-enabled glasses that consumers can incorporate into their content.
Santa Monica, California-based Snap also announced an enhanced version of its developer tool, Lens Studio, which lets developers and artists create augmented reality features for Snapchat as well as other websites and apps.
Snap's chief technology officer Bobby Murphy claimed that the revamped Lens Studio will enable more complex work to be produced in hours instead of weeks when creating augmented reality effects.
“What's exciting for us is that these tools not only expand people's creative workspace, but they're also so easy to use that even beginners can quickly create something unique,” Murphy said in a recent interview.
Lens Studio includes a new set of generative AI tools, including an AI assistant that can respond to developer inquiries for support. Another tool automatically generates 3D images for AR lenses based on input prompts, eliminating the need for artists to create 3D models from scratch.
Until now, AR technology has been limited to basic effects like superimposing a hat on a person's head in a video, but Murphy said Snap's innovation will enable AR developers to create more realistic lenses where the hat moves with the person's head and blends into the lighting of the scene.
Murphy also said that rather than just face-based AR experiences, Snap plans to develop full-body AR experiences, including creating new outfits, which is currently a very difficult challenge.
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