The promise of augmented and virtual reality was a big focus of Facebook's annual conference for developers on Tuesday.
"Even if we were a little slow to add cameras to all our apps, I'm confident that now we're going to push this augmented reality platform forward", he said.
Facebook Inc Chief Executive Mark Zuckerberg pledged on Tuesday that his company would do all it could to prevent postings of incidents such as Sunday's fatal shooting in Cleveland, which was visible on the social media site for two hours.
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Launching in closed beta, the new platform is "act two" in Facebook's AR ambitions, Zuckerberg said. At this year's F8, which kicked off yesterday in San Jose, he introduced his company's new platform for achieving that goal via augmented reality (AR): the Camera Effects Platform.
AR has also been used to superimpose cartoonish faces onto one's own face in selfies - something that could become a bit more common now that Facebook has added that functionality to its own platform and encouraged developers to make thousands more options.
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Ever since Facebook acquired virtual reality firm Oculus VR for $2 billion in 2014, Zuckerberg has said that he sees VR as the future of social interaction. "Today we're going to start building this platform together", he said.
At F8 yesterday, Facebook also launched a new virtual reality app, Facebook Spaces, which is created to let users hang out in virtual environments "as if you were in the same room".
Have you noticed that most Facebook apps these days have a camera button built in? Zuckerberg also teased the company's ultimate goal with AR, saying yet again the tech will "eventually" be implemented in glasses. Head of Messenger, David Marcus, shared upgrades like Spotify integration, where you can drop songs into a group chat and everyone listen at the same time.
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Facebook also announced a bevy of updates to Messenger, its increasingly independent messaging app.