In yet another move to compete with rival Snapchat, Facebook has acquired a tech startup that specializes in facial recognition. The company known as FacioMetrics was founded by Carnegie Mellon students, and it uses machine learning algorithms that allow smartphones to analyze faces in real-time.
The acquisition would bring a lot of fun effects to photos and videos to Facebook. These effects include real-time filters, effects, and face-swapping tools which are now very common in social media apps, mainly Snapchat.
According to FacioMetrics founder and CEO Fernando De La Torre, the company was created due to the demand for facial image analysis, and its capability to be applied in various functions such as augmented/virtual reality, and animation. Now that the company is joining Facebook, it will be able to reach people around the globe.
The acquisition comes weeks after Facebook introduced Prisma-esque filters for its live videos feature. This is where FacioMetrics will have a pivotal role, as Facebook has been on the hunt for more influencers and content creators.
Snapchat and Facebook have been in deep competition with each, and it has been fierce. This has lead Facebook to be more brazen in acquiring specific talents that would help it in releasing new features for its main app. Facebook was even able to get MSQRD, which specializes in face-swapping.
Additionally, with its Oculus VR Division, FacioMetric may help developers create realistic-like experiences, where avatars would respond in a manner very similar to the user. Since it was acquired by Facebook, all of FacioMetrics' apps have been removed from the App Store and Google Play Store. The financial terms of the acquisition deal have not been disclosed, but it was reportedly finalized on Wednesday, November 16.