To make things more interesting for users on the app, Snapchat has added a new ‘Ground Transformation’ AR effect, which, as the name suggests, transforms the ground through the Snap camera into different variations like water and lava.
You can see what it looks like in the video shared in a tweet.
Latest @Snapchat AR feature is “Ground Transformation” — turns the floor into lava, water etc. pic.twitter.com/LR5UDY1xCf— Russ Caditz-Peck (@RussCP) February 20, 2020
According to Venture Beat, Snapchat has used advanced AR tools for the visual effect:
"The real-time ground segmentation system uses machine learning models to understand geometry and semantics, isolating obviously ground-based objects from contrasting backgrounds."
Snapchat has previously used similar effects like the sky segmentation that people seemed to love. And although these effects may not seem huge, they show Snapchat’s capacity in this respect.
Recently it had started testing a new logo identification feature and while the option is available to only a few brands for now, it is full of potential when it comes to advertising.
Snap has also collaborated with Tate Britain, The National Gallery and The Bank of England for the launch of the £20 notes.
With new use cases and growing AR tools, Snap can open doors to a new method of brand promotion and more that may involve allowing users to avail discounts and promotional offers.
Snap’s ability to change your floor may not be surprising but it is a sign of what the platform is capable of.