Technology

Augmented Authenticity: How Snapchat and AR Are Helping to Redefine Brand-Customer Relationship

Published

2 years ago

15/04/2024

By Talia Klopper

It’s not just the way that brands promote their products and services or communicate their value that has changed over the last decade, but also where they do it. Driven by both advancements in technology and continuously changing consumer behaviour, marketing has undergone a dramatic transformation – shifting to a more digitally connected environment.

In fact, 60% of marketing is projected to be digital by the end of 2024, with a 10% increase in digital marketing spend recorded just between 2023 and 2024.

One thing that remains unwavering and unchanged, however, is just how foundational building meaningful and authentic relationships with customers is to market your brand. A strong relationship with customers will always be paramount to any brand’s success as it forms the foundation of trust and loyalty between the two. Simply put – it doesn’t matter what you’re saying, or what the quality or relevance of your messaging is, if your customers don’t feel you’ve built an authentic connection with them they’re unlikely to even listen to what it is you have to say.

According to the latest marketing statistics from Linearity, 81% of consumers require trust in a brand before purchasing them, 90% say that brand loyalty is crucial to purchasing decisions, and around 59% of consumers prefer purchasing new products from brands they are already familiar with. Authentic brand-customer relationships engender empathy, understanding, and mutual respect which in turn leads to increased brand advocacy, repeat purchases and recommendations.

It’s clear that investing in authentic relationships enhances brand perception, ultimately driving sustainable business growth. But, relationships take time to build, and in a more digital environment where face-to-face meetings, facial expressions and first impressions have been replaced with photos, posts and video screens, it can be tricky to do so. And, while social media platforms offer brands a way to digitally represent themselves and communicate to customers, they’re also a communication vehicle that limits a brand’s ability to personalise that communication as you’re trying to speak to as wide an audience as possible.

Luckily, there’s one platform that offers a unique opportunity to engage with customers on a personal level and foster deeper and more authentic relationships through community building – Snapchat.

Unlike traditional social media platforms where interactions occur with a wide and varied audience, Snapchat offers a more intimate setting. Despite being long misunderstood as just another social media platform, Snapchat differentiates itself by enabling an environment of closeness and authenticity as users instead curate their friend list to whom their Snaps are shared, creating a network of individuals they know and trust. As such, tapping into this more personal space in an engaging and meaningful way could be key to enhancing customer experiences, personalising interactions, and deepening brand engagement.

Leveraging Snapchat’s most unique feature – Augmented Reality

Taking this sense of intimacy to the next level is Snapchat’s integration of Augmented Reality (AR) through a wide selection of lenses which users can play around with including AR facial filters, location-based overlays, countdown timers, quiz generators and so much more.

You might wonder how this capability can help a brand foster deeper connectivity and relationships with customers but just imagine the possibilities. Imagine a furniture store brand that builds an AR Lens that allows customers to see what a small selection of sale items might look like within their own space at home just by looking through the camera of their mobile phone, or, an optical retail chain enabling customers to try on different designs, styles and colours of glasses and sunglasses wherever they are and whenever they want.

By superimposing digital information onto the real world around you, placing virtual objects into the real world and turning it into a digital interface, this immersive technology is a powerful marketing tool that is already playing a key role in consumers’ perception of brands, confidence in the quality of a product, and their purchasing decisions.

A recent Snap Inc study, in collaboration with MAGNA Media Trials, found that AR represents an opportunity for brands to reach the right audience when it matters most. According to the study, consumers found AR ads to be 5% more informative than pre-roll ads and 6% more useful than pre-roll ads. Additionally, AR ads helped consumers feel closer to the brand, got them excited about the brand, and helped to establish positive opinions of the brand by leading consumers to think of the brand as more up-to-date. Interactive Entertainment AR Lenses in particular were observed to boost memorability by 9%, enabling consumers to see the brand as 9% more innovative and 8% more unique than brands who don’t use them.

Essentially, AR ads are helping to capture consumers’ attention. But, that’s not where the benefits of AR ends.

Transforming attention into action

While AR can play a significant role in captivating an audience, AR marketing can also translate directly into action. Whether this manifests itself in increased website traffic, app downloads, or boosting sales, brands can leverage Snapchat’s AR capabilities to achieve tangible business objectives.

The Snap Inc study found that not only are AR ads impactful throughout the branding funnel, but most importantly, they drive intent to take the next step in the purchasing journey. For example, Shoppable AR Lenses compel consumers at the end of their journey, driving search intent up by 8%, World Facing AR Lenses impacts those in the middle of the journey and results in an 8% higher purchase intent and 7% increase in brand relevance, and Front-Facing AR Lenses help lift brand image for those closer to purchase with a 5% higher lift in brand uniqueness and 4% lift in relevancy.

These immersive, engaging, memorable and shareable experiences are allowing users to engage with brands in ways that help not just build relationships but long-term relationships in an age where authenticity and engagement reign supreme. By creating personalised AR experiences on Snapchat, brands can transcend traditional marketing boundaries and reach their customers where they are.

So, it’s time for brands to pivot from only shouting into the void of social media and instead speak directly to their audience, with intention, in their language.

Talia Klopper is the Partner Director for Snapchat Sub-Saharan Africa at Aleph

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Technology

AI Legal Tech Firm Ivo Gets $55m for Contract Intelligence

Published

20 hours ago

22/01/2026

Dipo Olowookere

By Dipo Olowookere

The sum of $55 million has been injected into an Artificial Intelligence (AI)-powered contract intelligence platform, Ivo, to support product development and scaling as the company deepens its reach across the hundreds of organizations that already rely on its product, including Uber, Shopify, Atlassian, Reddit, and Canva.

The Series B funding round comes after a year of substantial growth in product performance, customer adoption, and market traction to accelerate its mission of making contract intelligence available to every business.

Since its last funding round, Ivo has grown annual recurring revenue by 500 per cent, increased total customers by 134 per cent, and expanded adoption within the Fortune 500 by 250 per cent.

Business Post gathered that the latest funding support came from Blackbird, Costanoa Ventures, Uncork Capital, Fika Ventures, GD1 and Icehouse Ventures.

Ivo is purpose-built for in-house teams that need both reviews with surgical accuracy as well as visibility into their complete contract library.

The company’s AI-powered contract review solution, Ivo Review, allows users to complete reviews in a fraction of the time; customers report saving up to 75 per cent of the time that manual review would demand.

The product standardizes a company’s positions and precedents using playbooks built and implemented by lawyers. This means that every contract is reviewed accurately, consistently, and efficiently, critical for large and globally distributed teams.

“Our goal has always been to make interacting with contracts fast, accurate, and enjoyable. Every key relationship in a business is defined by an agreement, yet most organizations struggle to extract the insights inside them.

“Our focus is to give in-house teams a trustworthy solution that helps them work faster and gives them visibility into their contracts that was previously impossible,” the chief executive and co-founder of Ivo, Min-Kyu Jung, stated.

Also commenting, a Principal at Blackbird, Mr James Palmer, said, “In-house legal teams demand products that are deeply accurate and aligned to how they work. The most sophisticated teams are incredibly selective about the tools they trust.

“Ivo’s traction with some of the world’s best companies shows it consistently exceeds that bar. With exceptional product execution and an uncompromising quality bar, we believe Ivo is defining and leading the category.”

The Senior Manager for Contract Operations at Uber, Ms Kate Gardner, said, “Uber selected Ivo because it was intuitive to use, demonstrated a high level of accuracy, could work in multiple languages, and met its confidentiality requirements. Furthermore, the Ivo team was highly responsive to Uber’s needs.”

Technology

Nigeria Leads in AI for Learning, Entrepreneurship—Google

Published

3 days ago

20/01/2026

Modupe Gbadeyanka

By Modupe Gbadeyanka

A new report released by global tech giant, Google, in collaboration with Ipsos, has revealed that Nigeria is writing the playbook on Artificial Intelligence (AI) as it leads in AI for learning and entrepreneurship.

In the study titled Our Life with AI: Helpfulness in the hands of more people, it was shown that Nigerians are using AI tools for everything from education to entrepreneurship at a remarkable rate, showing immense optimism for the technology’s future.

It was disclosed that about 88 per cent of Nigerian adults have used an AI chatbot, a huge 18-point jump from 2024, placing the West African country well ahead of the global average of 62 per cent.

It was also found out that while the top use for AI globally has shifted to learning, Nigerians are taking it a step further, using AI as a powerful tool for personal and professional development.

A staggering 93 per cent of Nigerians use AI to learn or understand complex topics, compared to 74 per cent globally, with 91 per cent using the tool to assist them with their work.

In addition, the research observed that 80 per cent of Nigerians are using AI to explore a new business or career change—nearly double the global average of 42 per cent.

Nigerians have overwhelmingly positive feelings about AI’s role in the classroom and beyond, seeing it as a game-changer for education, with 91 per cent feeling AI is having a positive impact on how we learn and access information versus 65 per cent globally.

The report showed that 95 per cent believe university students and educators are likely to benefit from AI, as 80 per cent of Nigerians are more excited about the possibilities of AI, versus just 20 per cent who are more concerned. Globally, the split is much closer at 53 per cent excited and 46 per cent concerned).

Commenting on the findings, the Communications and Public Affairs Manager for Google in West Africa, Taiwo Kola-Ogunlade, said, “It’s inspiring to see how Nigerians are creatively and purposefully using AI to unlock new opportunities for learning, growth, and economic empowerment.

“This report doesn’t just show high adoption rates; it tells the story of a nation that is actively shaping its future with technology, using AI as a tool to accelerate progress and achieve its ambitions. We’re committed to ensuring that AI remains a helpful and accessible tool for everyone.”

Business Post gathered that the research was conducted by Ipsos between September 22 and October 10, 2025, on behalf of Google.

For this survey, a sample of roughly 1,000 adults aged 18+ who are residents of Nigeria and were interviewed online, representing the country’s online population.

Technology

NCC Grants Three Satellite Licences to Boost Broadband Services

Published

7 days ago

16/01/2026

Adedapo Adesanya

By Adedapo Adesanya

The Nigerian Communications Commission (NCC) has licensed three additional global internet service providers, Amazon’s Project Kuiper, BeetleSat-1, and and Germany-based Satelio IoT Services, as part of efforts to strengthen internet connectivity via satellite and to boost competition among existing internet service providers in the country.

Amazon Leo, formerly Project Kuiper, is Amazon’s Low Earth Orbit (LEO) satellite network, designed to provide fast, reliable internet to customers and communities beyond the reach of existing networks, while BeetleSat (formerly NSLComm) is an international company with strong ties to both Israel and Spain, and its corporate structure involves multiple countries, building a Low Earth Orbit (LEO) constellation of 250 satellites to provide high-throughput, low-latency, satellite internet, cellular backhaul, and mobility services globally, and Satelio IoT was approved for its planned 491-satellite IoT system, though only one satellite is currently in orbit.

NCC granted the global internet operators seven-year licences to each to operate in Nigeria from February 28, 2026, to February 28, 2033.

These operators were granted Ka-Band for their frequency band operations, and the licence is renewable after the seven years expiration, according to the regulator.

The NCC’s landing permit authorises Project Kuiper to operate its space segment in Nigeria as part of a global constellation of up to 3,236 satellites.

According to the NCC, the approval aligns with global best practices and reflects Nigeria’s willingness to open its satellite communications market to next-generation broadband providers.

The permit positions Project Kuiper to provide satellite internet services over Nigerian territory and sets the stage for intensified competition with Starlink, currently the most visible Low-Earth Orbit (LEO) satellite internet provider in the country.

The permit also gives Amazon LEO and BeetleSat-1, the legal certainty to invest in ground infrastructure, local partnerships, and enterprise contracts, while giving Nigeria a wider market opportunity to play in space internet service delivery, where Starlink currently operates.

Amazon’s Kuiper will offer three categories of satellite services in Nigeria: Fixed Satellite Service (FSS), Mobile Satellite Service (MSS), and Earth Stations at Sea (ESAS).

FSS enables broadband connectivity between satellites and fixed ground stations, such as homes, enterprises, telecom base stations, and government facilities. This is the core service behind satellite home internet and enterprise backhaul; MSS, by contrast, is designed for mobility and resilience; and ESIM extends high-speed satellite broadband to moving platforms, including aircraft, ships, trains, and vehicles.

These systems rely on sophisticated antennas that can track satellites in real time while in motion, making them critical for aviation and maritime connectivity as well as logistics and transport sectors.

BeetleSat was founded in Israel, where its groundbreaking antenna technology was developed and supported by the Israel Space Agency.

In 2021, it formed a strategic alliance with the Spanish technology group Arquimea, which is now BeetleSat’s largest shareholder and main industrial partner.