The new Snapchat filters are able to recognize what is in your pictures, allowing the social media app to recommend graphics to go along with your posts. This includes borders, stickers and the like.
The new Snapchat filters recognize things like food, pets, sports and even specific locations. They appear amongst the usual filter options. The quiet update is an extension of Snapchat's other smart filters, which include geotags. This move also occurred just before the announcement of a massive redesign in order to make the platform more accessible to older users.
TechCrunch states "Being able to identify what’s in a photo in order to suggest filters could impact Snap’s advertising business in the future, as brands could target users based on the images they’re capturing, instead of just targeting a location or set of interests, as they do now."