Snapchat recently rolled out a patent that aims to provide users with filters, coupons and ads tailored after the image that they are capturing.
The patent was published by the U.S. Patent and Trademark Office and showcases the technology that can use image recognition to generate and distribute content.
The company exemplifies by showing an image of the Empire State Building, and the geeky of you already know what's coming: a King Kong filter will be available, placing the monster on top of the tower with a victim in one hand, no less.
According to the filing, filters would be dynamic and adapt according to the angle of the user in relation to the structure. Also, the filters could pack sound effects or animations to complement the static image.
However, Snapchat sees more potential in the feature than creating a series of meme-worthy landmark modifiers.
Photographing a bowl of noodles at a Chinese restaurant could unveil a coupon for another menu entry or could pop up the nutritional information for that specific food course. Another idea is to offer digital coupon punch cards to users, so that a number of snaps of a particular item offer a prize to Snapchat photographers.
Snapchat wants to take a leaf out of Google's AdWords program, where enterprises can advertise pivoting on a specific search term. Snapchat, however, will rely on image recognition of everyday objects to do the same. The company touts that integration of its upcoming advertising API (application programming interface) with the feature will allow businesses to purchase the ads with third-party software.
For now, Snapchat only permits users to use one type of photo overlay dubbed geofilter, and for it to work it requires that the phone's geo-location is turned on.
Snapchat already made the first step toward implementing an improved image recognition technology, as can be seen in its new Memories update. However, keep in mind that the mere fact that a patent was granted offers no guarantee that it will make it to the consumer end.
Rivals from the industry are also working hard to improve their own image recognition technology. This makes particular sense for online advertising companies such as Facebook and Google, which have huge numbers of photos hosted or indexed on their respective sites.
Snapchat could have an edge over the two rivals, thanks to its proposed integration of ads into the users' photos and videos.
Snapchat is valued at about $18 billion and insiders familiar with the matter claim that the company will expand its revenue by at least $500 million yearly, thanks to future services.
