Snapchat is taking its AR activations to the subsequent degree, with the addition of ray tracing in its Lens Studio, which enhances the realism of AR experiences by simulating mirrored gentle on digital objects.
It’s pretty refined on this instance, however ray tracing re-creates gentle results inside digital pictures, and shifts as you progress digital objects, which appears to be like way more life-like, and is usually a way more participating expertise.
Right here’s an instance of ray tracing in video video games:
The improved reflections make it really feel extra actual, which might have large advantages in showcasing particular objects or objects, which may very well be notably helpful for Snap’s efforts in offering extra sensible product examples inside its AR promotions.
Snap’s been working to combine extra eCommerce performance, by way of Bitmoji clothes and thru superior AR activations, like sensible furnishings placement.
Ray tracing will improve this capability even additional, and supply extra methods for Snap to showcase its digital strive on instruments and choices, throughout a broader vary of merchandise.
Snap says that Tiffany & Co is the primary model to leverage its new ray tracing options with its new Tiffany Lock Lens.
“This Lens permits you to try-on Tiffany Lock bracelets utilizing AR, and while you’re prepared, buy with out leaving the app.”
You possibly can test it out by scanning this Snapcode within the app.
It’s an fascinating addition, and with 72% of Snap’s consumer base participating with AR components within the app daily, it’ll present extra alternative to construct participating, efficient promotions.
