Snapchat Unveils New AI Features Update. Know All Details

The company announced that users will soon have the ability to edit messages up to five minutes after sending them.

During the 2024 IAB NewFronts event, Snap-owned Snapchat unveiled a range of new augmented reality (AR) and machine learning (ML) tools aimed at assisting brands and advertisers in engaging users on the social network with interactive experiences. The company stated that it has been dedicating resources to machine learning (ML) and automation to expedite the process of creating AR try-on assets for brands, the media has reported.

In recent years, Snapchat has collaborated with companies such as Amazon and Tiffany & Co. to enable users to virtually try on various products within the app. The social network claims to have reduced the time required to create these AR try-on assets, enabling brands to efficiently transform more of their 2D product catalogs into try-on experiences.

Additionally, brands now have the option to craft branded AR advertisements utilising generative AI technology to generate custom Lenses. According to Snapchat's statement to TechCrunch, with this fresh feature, brands can supply a basic text or image prompt to generate a distinct ML model capable of applying realistic facial effects to a Lens. Lenses featuring these ML face effects can subsequently be utilised as AR advertisements on Snapchat.

In a blog post, the company announced that users will soon have the ability to edit messages up to five minutes after sending them. This feature will be gradually introduced to Snapchat Plus subscribers worldwide. Previously, users had no recourse if they made a typo in a message. To edit a message, Snapchat explained, users can tap-and-hold the message they wish to edit and then select the edit option from the menu.

Snapchat also revealed AR Extensions, enabling advertisers to seamlessly incorporate AR Lenses and filters into all of the app’s ad formats, including Dynamic Product Ads, Snap Ads, Collection Ads, Commercials, and Spotlight Ads.

The company, known for its early adoption of AR technology, reports that, on average, over 300 million people engage with AR experiences on its app daily.

The introduction of these new tools for brands and advertisers follows shortly after Snap disclosed that its revenue for the first quarter (Q1) 2024 surged by 21 per cent to $1.195 billion, largely attributed to enhancements made to its advertising platform. Additionally, the company revealed an 85 per cent year-over-year increase in the number of small and medium-sized advertisers on Snapchat.