Alphabet Inc.'s (GOOGL) Google has acquired AIMatter, a maker of apps that transform selfies using artificial intelligence (AI), for an undisclosed sum, according to TechCrunch.

The Belarus-based startup that specializes in AI image processing and neural networks, is best known for Fabby, its photo and video editing app used to make creative selfies. Thanks to the AI technology that powers it, Fabby users can make a number of wacky adjustments to photos, including editing their hair color and adding dog ears.

These fun features have seen Flabby register more than two million downloads, according to TechCrunch, although Google’s reasons for acquiring the firm are said to run much deeper. Aside from cashing in on the photo customization craze — Prisma, Facebook Inc. (FB) and Snap Inc. (SNAP) have enjoyed considerable success with similar offerings — AIMatter’s technology is viewed as an essential component to develop Google’s virtual and augmented reality applications.

The Mountain View, California-based company has dedicated significant resources to strengthen its AI muscle, using the technology to improve search engine results, develop self-driving cars under its Wyamo arm and better tailor advertising. Image segmentation, which is at the heart of AIMatter’s app, is a key part of AI research and an important focal point for a number of Google’s biggest rivals, such as Apple Inc. (AAPL) and Microsoft Corp (MSFT).

TechCrunch believes that Google, the biggest generator of digital and mobile ad revenues in the world, might have acquired AIMatter to build new frontiers in its advertising business, pointing out that Snapchat used photo filtering technology to boost its own commercial strategy. The website also noted that AIMatter’s software development kit could help it enhance TensorFlow, Google’s machine learning platform. (See also: Snap Turned Down a $30B Offer From Google: Report.)

Terms of the deal have not yet been disclosed, although TechCrunch understands that it will involve most of AIMatter’s employees relocating to Google’s offices. AIMatter’s staff are currently scattered around Minsk, the Bay Area and Zurich — Switzerland has become an important hub for computer vision tech. (See also: Facebook and Google Dominated in 2016 Global Ad spend.)

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