Snap unveiled AI techniques for improved augmented reality.

Snapchat owner Snap revealed on Tuesday its next generation of generative AI technology, which would allow users to experience more realistic special effects while shooting themselves with phone cameras, in an effort to stay ahead of social media rivals.

Snap was a pioneer in the field of augmented reality (AR), which combines computer-generated effects with real-world photographs or videos. While the firm is far smaller than competing platforms such as Meta, it hopes that creating more complex and wacky special effects known as lenses would draw more users and marketers to Snapchat.

AR developers may now construct AI-powered lenses, which Snapchat users will be able to utilise in their content, the firm announced.Snap, located in Santa Monica, California, has introduced an enhanced version of its developer programme, Lens Studio, which allows artists and developers to build augmented reality features for Snapchat or other websites and applications.

According to Bobby Murphy, Snap's chief technology officer, the improved Lens Studio would cut the time it takes to develop AR effects from weeks to hours while also producing more intricate work. "What's fun for us is that these tools both stretch the creative space in which people can work, but they're also easy to use, so newcomers can build something unique very quickly," Murphy stated in a recent interview.

Lens Studio now contains a new set of generative AI capabilities, such as an AI assistant that can answer queries for developers who need assistance. Another tool will allow artists to input a prompt and have a three-dimensional picture generated for them to use as an AR lens, eliminating the need to create a 3D model from scratch. Earlier iterations of AR technology could only produce rudimentary effects, such as putting a hat on a person's head in a video. Snap's innovations will now enable AR developers to make more realistic lenses, such as having the hat move fluidly with a person's head and match the lighting in the video, according to Murphy.

Snap also intends to develop full-body AR experiences, rather than just face ones, such as creating a new clothing, which is now extremely tough to build, Murphy noted.