Photoshop Camera will be powered through the artificial intelligence (AI) gathered through Adobe Sensei, its existing AI platform and framework. Photoshop Camera will allow users to capture, edit, add filters and share pictures straight from the app, and Adobe Sensei will automatically recommend edits to uploaded photos. Sensei’s platform will instantly recognize what type of photo was taken (portrait, landscape, selfie, food shot, etc.) and which technical settings could be improved.

“We built Photoshop Camera as a Sensei-first app on our journey to expand our focus to deliver creative tools, including Photoshop, for everyone. With Photoshop Camera and Photoshop Express, we’re increasing your choices for creating with the magic of Photoshop,” wrote Abhay Parasnis, executive vice president and chief technology officer, Adobe.

Exclusive to the app are lenses that were designed by celebrities and well-known influencers, which will continue to rollout as more personalities get involved with Adobe. To launch Photoshop Camera, Adobe has partnered with singer Billie Eilish to create her own collection of limited-edition lenses.

“Photoshop Camera is a major moment for us to broaden Adobe Creative Cloud as a creativity platform for all. We are committed to investing in accessible tools like Photoshop Camera built for the next generation of consumers and creatives. Innovation and pushing the limits of creative expression have always been core to Adobe’s DNA,” finished Parasnis.

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In a point of differentiation from Snapchat, users will be able to create and share their own frames that anyone can then add to their pictures and videos.

After creating the frame in their favourite design tool, users can upload it to Facebook, arrange each element on a canvas then preview how their work will look in different sizes. Once happy, the artist adds details to the frame and submits for review – which Facebook say typically takes a week.

If the frame is approved and activated, people can begin adding it to photos and videos on the site. Facebook will provide users with stats to show how the frame is performing.

The frames are initially available to people in the UK, Ireland, Colombia, Mexico and Taiwan. Ireland – where Facebook’s Snapchat-like in-app camera is currently being trialled – is the only market to offer location-based frames, which are only triggered when the user is within the chosen geo-fenced area.

Theres an opportunity here for businesses to use the frames as an organic marketing tool, by rewarding visitors to their physical locations with exclusive in-app content. Theres no word whether they will be available as a paid product for advertisers, as Snapchat started doing with its geofilters last year.

Nevertheless, the feature is just the latest step Facebook has taken to become more like the younger and trendier Snapchat, since its failed acquisition attempt in 2013. In the past few months alone, Facebook has acquired FacioMetrics, a facial analysis startup – with the likely intention of using it for face swapping and live video ‘lens’ effects – and started work on a feature called ‘Collections’ to rival Snapchat’s Discover.

The post Facebook Borrows Another Feature from Snapchat with Location-based Camera Filters appeared first on Mobile Marketing Magazine.