Snap launches AI tools for advanced augmented reality

Snapchat owner Snap on Tuesday launched its latest iteration of generative AI technology that will allow users to see more realistic special effects when using phone cameras to film themselves, as it seeks to stay ahead of social media rivals.

Snap has been a pioneer in the field of augmented reality (AR), which overlays computerized effects onto photos or videos of the real world. While the company remains much smaller than rival platforms like Meta, it is betting that making more advanced and whimsical special effects, called lenses, will attract new users and advertisers to Snapchat.