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  • Chantelle Dullaghan

The Rise of AI: Snapchats newest feature and the latest brands to embrace artificial intelligence.

Snapchat has recently launched a new AI feature that may give them a competitive advantage over other social media platforms. ‘My AI’, the new chatbot feature, integrates ChatGPT into the platform (exclusively for Snapchat+ subscribers). This new feature provides users with AI-generated responses to their queries, making Snapchat the first social media platform to integrate and take advantage of this new and exciting emerging technology.

Snapchat recently introduced their new purple skinned My AI Character (shown above), who provides Snapchat+ subscribers with unique, customised responses to user inputs, which in turn replicates real-life human conversation.

Upon revealing their newest feature, Snapchat shared that “My AI can recommend birthday gift ideas for your BFF, plan a hiking trip for a long weekend, suggest a recipe for dinner, or even write a haiku about cheese for your cheddar-obsessed pal. Make My AI your own by giving it a name and customizing the wallpaper for your Chat.”

Unlike Microsoft Bing integration, Snapchat’s ‘My AI’ is intended to be a fun and interactive friend rather than a search engine, enhancing the in-app experience for users. This could be a game changer for Snapchat, as leveraging this rapidly evolving technology may be just what they need to maintain a distinctive advantage over their competitors and drive growth in the form of increased Snapchat+ subscribers. Having already amassed an impressive 2.5 million paid subscriptions, Snapchat is poised to expand its user-base even further with innovative additions like this one.

Similarly, other top brands such as Coca-Cola and Mattel have jump aboard the AI bandwagon.

Coca-Coca has plans to use AI to help generate new marketing content and improve their business operations and capabilities.

“We must embrace the risks,” said Coca-Cola CEO James Quincey, in a recent video announcing a partnership with startup OpenAI — maker of both DALL-E and ChatGPT — through an alliance led by the consulting firm Bain. “We need to embrace those risks intelligently, experiment, build on those experiments, drive scale, but not taking those risks is a hopeless point of view to start.” Meanwhile, Mattel is using the AI image generator DALL-E to come up with fresh ideas for new Hot Wheels toy cars, while CarMax is using the same generative AI technology that powers ChatGPT to summarize numerous customer reviews.

The use of AI technology can provide a multitude of benefits for us as individuals and brands alike. From generating fresh concepts to streamlining workflows and predicting trends, AI has the potential to transform the way we approach creativity and innovation. As AI technology continues to advance it will undoubtedly become an indispensable tool for those looking to stay ahead of the curve in their respective industries.

It's truly impressive how Snapchat has utilized AI technology on its platform with the introduction of a new chatbot feature, and how top brands like Mattel are harnessing its power to innovate. As we look ahead, we’re anticipating the transformation that AI will bring to social media and brand strategies.

What sort of AI integrations would you like to see in the future?

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