Snap brings in new AR tools and camera features

Snap announced an array of new features across its platform, including Augmented Reality (AR) experiences, at its annual Snap Partner Summit.

Snapchat now reaches over 600 million monthly users and more than 332 million daily active users around the world.

Since January 2021, more than 250 million Snapchatters have engaged with AR shopping Lenses more than five billion times. Snapchatters love using AR for try-on with Zenni Optical’s AR Lenses have been tried on over 60 million times and lenses that used true-size technology drove a 42% higher return on ad spend compared to Lenses without.

Snap is introducing new technologies to advance the way brands can bring products to their customers through AR. Snap 3D Asset Manager makes it faster and easier to build AR shopping experiences by allowing brands to request, manage and optimise 3D models for any product in their catalogue.

There’s also a new kind of shopping Lens for trying on outfits without having to change clothes, powered by AR image processing technology. Dress Up is a new destination that brings together the best of AR fashion and try-on from creators, retailers and fashion brands. Available in Lens Explorer, or soon just one tap away from the Snap Camera in AR Bar, Dress Up invites people to browse, discover, and share new looks from around the world.

Snap’s offering its commerce partners a new opportunity to bring the best of Snap’s camera for AR try-on right to their own apps and sites with Camera Kit for AR Shopping that brings Snap’s try-on Lenses into retailers and brands’ product detail pages to enhance the digital shopping experience.

Commenting on the new features, Snap general manager for Asia Pacific, Kathryn Carter said, “Through AR, it’s possible to shop and explore clothing, accessories, beauty products, and home goods. From large retailers to start-ups, our shopping capabilities can transform businesses of all sizes.

“We’re thrilled to be announcing new AR Shopping capabilities that are going to change retail experiences for our Snapchat community and retail partners, by making shopping personal, accessible, and fun.

“Our research has found that the majority (88%) of Gen Z are interested in using AR for shopping, and almost half (43%) now feel it is more important for brands to build connections with them. The new capabilities we’re launching like Dress Up, will benefit consumers who are looking for better access to virtual try-on.

“For brands, the updates to the camera will advance the way they can bring products to customers through AR. Our 3D asset manager will allow brands to optimise 3D models across their whole product catalog, reducing the friction to creating AR experiences which we know help drive conversion and also reduce returns.”