Snapchat owner, Snap, announced on Tuesday (18 June) that its latest GenAI technology will provide more realistic filters and effects for users recording themselves. 

Snapchat users will be able to access advanced AR special effects, touted as lenses, in the next few months, according to the company.

The company, which helped pioneer the augmented reality (AR) filter craze when it launched Snapchat in 2011, also announced a new version of its AR studio. 

Lens Studio allows developers to create advanced AR features for use within the app or on other websites. Snap’s studio will come equipped with new GenAI tools, including an AI assistant that can assist developers and artists if they need help. 

Developers will also be able to use GenAI to generate an image via a text prompt which can be used in their AR filters.

“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,” Snapchat CTO Bobby Murphy said in an interview. 

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Murphy said the new GenAI tools would drastically shorten the time it traditionally takes to create AR work. 

Snap considers AR one of the company’s three strategic priorities, alongside revenue growth and community growth, Evan Spiegel, CEO of Snap, said during the company’s quarterly earnings call in April.

More than 350,000 developers use Lens Studio and over 70% of people who download Snapchat engage with AR in their first day of use, according to the April presentation.

“Our AR products and services are driving major impact at scale today,” Spiegel said.