At the 2024 IAB NewFronts event, Snapchat announced a series of new augmented reality (AR) and machine learning (ML) tools designed to help brands and advertisers reach users on the social network with interactive experiences. These tools include reduced time to create AR try-on assets, branded AR ads with generative AI, AR Extensions for integration into ad formats, and a sports channel featuring unconventional sports and user-generated content. Snapchat’s revenue growth and increased demand for its advertising platform demonstrate the company’s focus on investing in its ad business.