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Am still not getting it how even AR Filters will boost brand recall, brand presence,etc.

As an AR developer i know AR can do some tremendous magic if positioned correctly but after doing a bit of observation i got confused.

I still don't know how AR Filters agencies are pitching the brands! Are they selling the hope of getting millions of impressions or just in the name of future tech?

Many brands have already implemented AR Filters in their instagram pages. Many filters are just selfish branding which results in 0 UGC content. Even if the normal filter like a randomizer, this or that,etc. performed really well then how is it going to have an impact on the brands page as people just use the effect and don't even care on which page it is hosted!

I am not skeptical about AR Filters but i am not able to figure out the real motive behind that. Is it just about selling hopes to a brand or is it something else? I really appreciate the support from this community. This community has some of the smartest mind who thinks critically. I request those guys to come ahead and enlighten us.