CBS-- Snapchat has all these filters. Some are silly, some scary, but it all is just for fun, right? But advertisers figured out, if you're used to doing this, it's not a stretch for you to try their products on and for them to make money.
For example, users who click on a Michael Kors ad can use the phone's camera to superimpose sunglasses on their face, and see what different colors would look like. The same can be done with virtual lipstick on a Sephora ad and all of it can be shared on your Facebook page.
CNet's Scott Stein says that makes it even more attractive to advertisers.
"In a lot of these things where you're trying on sunglasses or changing the way you look you can also could be taking photos and sharing that which means you're transmitting the ad yourself."
Augmented reality has been used in video games and products that blend the real and digital worlds. Now retailers are capitalizing on the technology.
From visualizing the inside of an RV to the Lowe's app that lets you see what a grill would look like in your backyard.
"You're going to see a lot more of it because the biggest players in the game not just Facebook but also google and apple are investing a lot of money and a lot of time to put augmented reality across the entire phone eco-system.”