We’re expecting a major revamp of the Snapchat app to land early next month, but it seems the company isn’t holding back everything until then. It’s been quietly rolling out a feature that recognises (some of) the content in your photos, and suggests relevant borders and filters …

Snapchat told Mashable that it’s a gradual rollout, some users seeing it last week while others will receive it later. Only certain content categories are supported at present.

The filters will automatically appear in the user’s carousel of filters after they take a photo snap of something within a certain set of categories. These include items at concerts, beaches, pets, sports, and food, a Snap spokesperson told Mashable. 

The feature is built on top of the object recognition that you can already use to search for particular content – like dogs – in public Stories.

Mashable notes that Snapchat first patented the idea of contextual filters back in 2015, and that the company likely sees this as a way to drive additional revenue through sponsored filters. It is already trialling AR ads, which it hopes fewer users will skip.


Check out 9to5Mac on YouTube for more Apple news:

FTC: We use income earning auto affiliate links. More.


Check out 9to5Mac on YouTube for more Apple news:

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

About the Author

Ben Lovejoy's favorite gear