Published: Wed, May 02, 2018
IT | By Jonathon Greene

Facebook's Messenger is helping brands dabble in AR

Facebook's Messenger is helping brands dabble in AR

Finally, all these cool effects will be able to leave the Facebook app proper; you'll be able to distribute AR apps that can be viewed with Instagram and Messenger, a system that's already in closed beta on each of the platforms.

At the F8 tech conference Tuesday, it launched an augmented reality (AR) feature to allow people to see products they are shopping for as if they already have them, such as a auto parked in a driveway, in a move aimed at drawing in potential advertisers.

The social media giant said that the new features would deepen connections between people and businesses. For example, when a customer interacts with a business in Messenger, the business can prompt the customer to open their camera, after which they'll see different filters and AR effects, depending on what the business wants to show. Nike is using Messenger to drop a new pair of sneakers, giving people an exclusive sneak peek at them through a curated and visual red carpet experience.

Here's what you need to know about the new features in Facebook Messenger. It said that the AR feature would give people a better way to look at products before purchasing them, and that M translations would help drive commerce by removing language barriers. At launch, translations from English to Spanish (and vice-versa) will be available in Marketplace conversations taking place in the US.

In addition to augmented reality, Messenger is also introducing a new translation feature for its built-in (and now fully automated) assistant, M. Powered by the same tech that runs translations in News Feed, the feature will eventually be able to offer up real-time translations when you're chatting with someone who speaks another language.

All of these are pretty simple and depend on novelty as much as anything to be interesting, but Facebook messaging VP David Marcus told me Messenger's new features address what marketers need right now.

Facebook is partnering with Sketchfab.

AR Studio is also expanding beyond Facebook's flagship app so users can distribute content to more platforms.

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