Facebook CEO Mark Zuckerberg formally announced the platform today at the company's F8 developer conference.
Developers can apply to the AR Studio beta through Facebook for access to its tools, which has already attracted high-profile clients like Manchester United, EA Games, and Nike.
The conference comes in the week that Facebook has been under fire for hosting a video of the apparent killing of 74-year-old grandfather Robert Godwin in Cleveland on Sunday. It looked similar to an App Store, but instead of apps, there were thousands of different camera filters.
Facebook wants you to sit in your bedroom wearing a headset and take a virtual vacation with faraway friends and family.
Facebook is expected to show new features for all its main products and woo developers and businesses to make greater use of its services.
Facebook will hold a session on Places Graph, which allows developers to use Facebook's location.
Developers can't create their own lenses and filters on Snapchat.
Whats Facebook's next plan to take over the world? It already knows about numerous places you hang out, news you read, and things you like. It's interesting to think about all of the things we do with our eyes and why our phones don't help us do more of this on camera. In the end, this information will be used to send more targeted ads directly to you.
During his presentation, Zuckerberg showed examples of a smartphone being used to digitally alter the physical world, viewed through the lens of a smartphone camera. Showing a photo of a plant, a coffee mug, and a wine bottle, the platform was able to detect and apply applicable imagery to the objects. From here, they'll see some messages about the new effects added in. In fact, outside developers have been essential to Facebook's oft-stated mission to connect everyone in the world and to pump up its ever-ballooning bottom line.
Again, even Zuckerberg acknowledges that it's a long road ahead.
Whether or not Zuckerberg goes there, he will no doubt have plenty of other new developments to talk about. "Your experience won't change dramatically overnight", he said during his keynote speech. The apps that get built for the Facebook Camera today are going to wind up as the very first versions of the apps you'll use with those eventual glasses. Snap, of course, would beg to differ: its popular Snapchat Spectacles were one of last year's most popular-and hard to find-gadgets.
Sorry Snapchat, Facebook isn't going to quit.
To push AR forward, there needs to be an open platform, Zuckerberg said.