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Photo by Kevork Djansezian/Getty Images

Snapchat is letting users buy products through a new advertisers' augmented reality feature in its app called "Shoppable AR."

Why it matters: It's one of the most sophisticated uses of augmented reality for marketing that's been rolled out to date — and now that people can buy things directly using the tool, it's likely to spur more investment in the technology.

The bigger picture: Until now, AR has mostly been used to do marketing at the top of the "funnel" by driving awareness around brands. By making it possible to buy things through AR, the tool can now be used closer to the bottom of the funnel, all people to actually buy products.

How it works: When brands buy an AR "lens" or animated image/video that pertains that can be overlaid on any picture or video taken by a Snapchatter, they can now also add a button that allows users to buy things directly from the moveable image.

  • Four brands have already begun using the feature: Clairol, Adidas, King, and STX Entertainment.
  • "We no longer live in a world where it has to be either brand or commerce, consumers don’t think that way and neither should we,” says Chris Murphy, Head of Digital Experience, adidas US.

Go deeper: Snapchat has taken the lead on pushing augmented reality mainstream.

Go deeper

Updated 2 hours ago - Politics & Policy

White House stands by imperiled Tanden nomination after Senate panel postpones hearing

Neera Tanden. Photo: Anna Moneymaker/The New York Times/Bloomberg via Getty Images

The Senate Homeland Security Committee is postponing a confirmation hearing scheduled Wednesday for Neera Tanden, Axios has learned, a potential death knell for President Biden's nominee to lead the Office of Management and Budget.

The latest: Asked Wednesday afternoon whether Tanden has offered to withdraw her nomination, Psaki told reporters, "That’s not the stage we’re in." She noted that it's a "numbers game" and a "matter of getting one Republican" to support the nomination.

Acting Capitol Police chief: Officers were unsure of lethal force rules on Jan. 6

Photo: Chip Somodevilla/Getty Images

Acting U.S. Capitol Police Chief Yogananda Pittman wrote in prepared remarks for a House hearing on Thursday that officers in her department were "unsure of when to use lethal force" during the Jan. 6 insurrection.

Why it matters: Capitol Police did deploy lethal force on Jan. 6 — shooting and killing 35-year-old Ashli Babbit — but have faced questions over why officers appeared to be less forceful against pro-Trump rioters than participants in previous demonstrations, including those over Black Lives Matter and now-Supreme Court Justice Brett Kavanaugh.

United CEO is confident people will feel safe traveling again by 2022

Axios' Joann Muller and United CEO Scott Kirby. Photo: Axios

United Airlines CEO Scott Kirby believes that people will feel safe traveling again by this time next year, depending on the pace of vaccinations and the government's ongoing response to the pandemic, he said at an Axios virtual event.

Why it matters: Misery for global aviation is likely to continue and hold back a broader economic recovery if nothing changes, especially with new restrictions on international border crossings. U.S. airlines carried about 60% fewer passengers in 2020 compared with 2019.