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Is there a future for AR filters?
Social platforms have long been a creative playground for brands and creators, democratising Augmented Reality (AR) and enabling interactive, personalised audience engagement.
But with Meta’s decision to discontinue Spark AR on 14th January—a tool that allowed users to create filters for Instagram and Facebook—millions of beloved filters have vanished. This move seems to cast a shadow over the future of AR filters. Or does it?
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The social media fallacy
For years, social media platforms like Instagram have been synonymous with AR filters. When people think of filters, launching and using them on Instagram is almost second nature. At first glance, social media seemed like the ideal playground for AR filter creation—a creative oasis for brands and creators alike.
Luxury brands like Gentle Monster embraced this trend, using AR filters to bring their products to life—whether through virtual try-ons or immersive campaign experiences such as the Gentle Monster Overwatch 2. These activations engaged audiences in innovative ways, merging fashion with technology.
But beneath the surface, these platforms imposed significant limitations: file size constraints, restricted functionalities, and an over-reliance on their ecosystems. These barriers have kept AR from reaching its full potential, raising the question—what’s next for AR filters beyond social media?
The dawn of WebAR
As Meta steps back from AR filters on social platforms, a new frontier emerges: WebAR. Unlike the walled gardens of apps like Instagram, WebAR offers a platform-free solution that could redefine the AR landscape entirely. With players like 8thWall, Onirix, and Blippar leading the charge, AR experiences are no longer tied to a single app but can be accessed through something as simple as a URL or a QR code. This shift not only liberates AR from platform constraints but also broadens its reach, connecting with audiences of all ages and extending beyond the confines of social media.
WebAR breaks free from the size and complexity restrictions that limited platform-based AR, paving the way for richer, more immersive experiences. Imagine AR that’s not just eye-catching but deeply interactive—tailored to users in ways that social media platforms simply couldn’t accommodate.
Adding fuel to this evolution are advancements in AI-powered tools, which have made the creation of high-quality 3D assets faster, more accessible, and less technically demanding. This democratisation of AR creation sets the stage for augmented reality to grow into a versatile, multi-platform technology. Industries like retail, education, tourism, and healthcare are already exploring its potential, showcasing how AR can go beyond filters and truly transform user engagement.
While AR filters may no longer thrive on social platforms, WebAR and similar technologies are poised to take their place, offering limitless opportunities for brands and creators to craft tailored, interactive, and impactful experiences that resonate far beyond a “like” or a “share.” The future of AR isn’t just alive—it’s expansive and brimming with possibility.
Exploring alternatives: How brands can embrace AR in new ways
WebAR is undeniably the frontrunner, offering unparalleled flexibility. Unlike platform-based AR, it enables seamless integration within web ecosystems, ensuring accessibility across devices—all without requiring users to download dedicated apps. This makes WebAR an ideal solution for brands looking to deliver immersive, personalised experiences without the limitations of social media.
That said, dedicated AR apps shouldn’t be overlooked for specific use cases where WebAR may not suffice. Snapchat, for instance, remains a powerhouse of AR innovation, providing cutting-edge tools tailored for creative and social applications. In industries like retail, AR-powered virtual try-ons or in-store navigation systems can elevate customer experiences and deliver measurable results at scale.
As AR evolves, the focus should shift from novelty to utility. The next generation of AR experiences must provide real, tangible value to users—whether that’s helping them make informed decisions, enhancing convenience, or sparking delight. By leveraging platforms that prioritise creative and technical freedom, brands can position AR as more than just a fun feature. They can transform it into a powerful, functional technology that aligns with the needs and desires of today’s consumers.
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Meta’s AR glasses: What’s next for AR filters?
Meta’s pivot toward AR glasses shifts the focus from short-lived, entertainment-driven filters to more practical, immersive AR experiences. While this marks a departure from the playful creativity of filters, it also signals AR’s evolution into a utility-driven technology.
While filters will likely remain popular in specific contexts, AR glasses are poised to redefine engagement with continuous, hands-free, and context-aware experiences. This shift shows that while AR filters may no longer be at the forefront, they were just the beginning of AR’s true potential.
Widespread adoption, however, faces challenges like hardware costs, user adaptation, and ecosystem development. Though revolutionary changes may not happen overnight, with major investments from companies like Meta, AR glasses could become the cornerstone of a new era in augmented and mixed reality — driving both practical and groundbreaking innovations. This isn’t just the next step for AR; it’s the start of its full potential.
While Meta’s decision to move away from AR filters on social platforms signals the end of an era, it also marks the beginning of an exciting new phase for AR. As the technology becomes more personalized, flexible, and solution-driven, it opens up vast opportunities for creators, brands, and users to explore new, immersive, and utility-focused experiences. The future of AR is full of potential, and those who embrace these evolving technologies will be at the forefront of a transformative shift in how we engage with the world around us.
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