Facebook, the world's largest social media network, has been encouraging businesses to use Messenger to talk with consumers, sometimes for customer service.
AR features are limited to a handful of companies for now - including Kia, Nike, Sephora, and Asus - but Facebook plans to eventually make it available more widely.
Messenger is also getting a dash of built-in translation: Its M AI feature will translate between English and Spanish to let people using Facebook's Marketplace feature discuss transactions across languages.
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. Once a business interacts with a person on Messenger, the business can prompt the user to open the Facebook camera, which will be pre-populated with brand-specific filters and AR effects.
The new AR abilities are similar to Snapchat's recently-launched "shoppable" lenses: brands and businesses can create AR experiences meant to get you to buy stuff. With Asus, you'll be able to get a deeper look at a phone's features, while Kia allows you to better see how the Kia Stinger looks up close, and even customize the car's features.
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M translations will be rolled out to users in the U.S.in the coming weeks.
Communication on Messenger is increasingly visual, Facebook continues to point out. Last month, the company announced it's adding support for 360 degree photos, panoramic photos, and HD video to Messenger.
The feature is part of AR Studio, a tool for building interactive experiences for the Facebook camera.
Perhaps the most important new feature is augmented reality in Messenger - and it could seriously bring AR to the masses.
Other new capabilities include new tracking capabilities (body tracking, hand tracking and high-fidelity face tracking), as well as background segmentation to separate people from their background.