Facebook testing augmented reality with ads in news feed

So far, Michael Kors, Sephora and others are all in the process of testing out AR

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Facebook often introduces new features on the site, and augmented reality could be the latest upgrade.

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The social media platform is testing out the interactive experience with select advertisers. It announced the news earlier this year, and ads with the special effects will now begin to appear in the news feed.

"People traditionally have to go into stores to do this," Ahmad-Taylor, vice president of product marketing for Facebook's global marketing solutions, told TechCrunch. "People still really love that experience, but they would like to try it at home" — so this "bridges the gap."

While the ads look normal at first, they actually include a “Tap to try it on” option, which opens the AR capabilities. For example, some ads will allow shoppers to virtually try on sunglasses and even makeup. Others like Candy Crush will let users incorporate their face into gameplay footage.

So far, Michael Kors, Sephora, NYX Professional Makeup, Bobbi Brown, Pottery Barn, Wayfair and King are all in the process of testing out AR. Only American users can see the ads for now.

Earlier this year, Facebook launched an interactive game show platform for creators. It said it would allow businesses to better “connect with their fans and build their businesses.”

That program launched in June.

» RELATED: Facebook launches interactive game show platform

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