Snapchat is now using what is called object recognition to identify what’s in users photos. The new feature has been confirmed by Snap to Mashable. You can get access to these filters by capturing images of everything from food, to pets to even sports – and not to mention location as well, including concerts and vacation spots.

This new feature is part of a complete redesign. The strategy seems to be a way to keep users from veering away to Instagram. The app’s object recognition will be a way users to personalize their snaps. Snap describes these snaps as part of an augmented reality where King Kong will be swatting away airplanes in a photo of the Empire State Building.

While creating the patent for the new update, Snap pitched a way for brands to bid to be associated with any one filter. In one patent application, Snap used the example of a cup of coffee to demonstrate how filters could go to brands like Keuring and Nescafe, with a bidder take all approach.

Once the bid has been won, the brands will be able to offer coupons and exclusive offerings through Snapchat. This new feature is a way to make snapchat more user-friendly and attractive to investors.