Facebook points out in a blog that people are already using cameras on their phones to write text on images, add digital objects, and modify existing things with face filters and style transfers.
"The camera effects platform is basically a set of tools for outside developers to build their own augmented reality apps". But the company claims that the camera effects platform is created to become compatible with future AR hardware.
AR software is already available on smartphones: displaying information over a monument, for example, placing virtual objects in the physical world, like Pokémon Go, and transforming images, like Snapchat's filters, to generate amusing effects on people. Frames Studio, an online editor that makes frames for pictures, will be the first product within the platform. With the AR Studio tool, developers and artists build animated frames, masks and effects that can be used during Live broadcasts to add animated frame, masks and effects to video.
Zuckerberg has previously termed the virtual reality (VR) as the future of social interaction and in line with that, Facebook unveiled Facebook Spaces app that makes it possible to spend time with friends in virtual reality.
You can draw in the air with a virtual marker to create anything you can dream up, from a decorative hat to a handmade tic-tac-toe board.
However, Facebook's entry into AR will be much bigger than that of "Pokemon GO".
Facebook is teaming-up with Udacity to create custom training programmes for Developer Circles. Recently the company has launched stories on its platform. Developers can apply to access a beta version of the platform now. Facebook isn't the only corporation getting in on these new developments, but it's definitely the one investing the most into it.
Why it matters: This year's sessions feature a wide range of topics across the Facebook family of apps and services - with relevance to developers and businesses.
Augmented reality, virtual reality and a chat assistant that knows when you're hungry - Facebook is making some big changes in 2017.
That's seen the introduction of chat bots to enable users to talk to businesses as well as games users can play in conversation windows - both of these areas have been updated this year.