Snap has put AI and AR at the centre of its plans for growth in signs the new technologies are set to transform the world of social media.
From today, millions of Snapchat users will be able to take advantage of My AI, an AI-powered chatbot that can participate with other members of a group chat by offering recommendations for group activities and advice on sending messages such as birthday greetings. Users can also interact with My AI by sending Snaps and receiving a reply, while subscibers to Snapchat+ will also be able to use the tool to generate snaps.
Ronan Harris, Snap Emea president, told the Standard: “The way in which we’ve implemented my AI is we’ve taken the core engine from chatGPT but we programmed around it all of the Snap guidelines, ensuring it is age appropriate and introducing parental guidelines.
“I think this online space is continuing to evolve at such a rapid pace - it’s primarily about enhancing relationships and to be creative in the types of communication we offer.”
On top of its artificial intelligence updates, Snap is also rolling out a series of augmented reality (AR) tools, including a fresh set of what it calls ‘lenses’, allowing Snapchatters turn themselves and their world into an animated sci-fi scene.
The firm is also ramping up its AR offering to UK high street brands in a bid to seize commercial opportunities for the technology it has built. Last year, retailer JD Sports transformed its Oxford Street flagship store into a festive arcade game for last year’s year’s busy Christmas shopping period, while Boots created a lens that gave an AR make-up counter experience so Snaphcatters could try its reluanched “17” range of cosmetic products.
Much of the technology is being built in central London, following Snap’s $500 million acquisition of UK-based augmented reality startup WaveOptics in May 2021.
