It’s been rumored for quite some time and Snapchat, and it’s parent Snap are pushing the possibilities of Augmented Reality or AR. Rather they are unleashing the technology powering the popular face filters and allowing them to be used in the real world. Snapchat today introduced “World Lenses” which sit on the ground and interact with themselves.

With Snapchat World Lenses you can place 3D text and images around you, or rather in front of you. It uses AR software, which allows them to appear larger when you get closer or smaller when you walk away. From a first glance, they are pretty impressive and allow you to get pretty creative with your Snaps. At launch there, we 3D emojis including a crying cloud, a kissing ice pop, an angry coffee mug, and several others too chose from. There was also a set of 3D buzzwords, regardless of whether they are text or an image, there is quite a bit of detail in them. There is lighting, depth, and color effects on the lenses.

It seems like a logical step for Snapchat to move the 3D interactive filters to the back camera. I have a feeling that advertisers will want to tap into these filters as well.


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