While Meta Is Making AI Their Unique Selling Point, Snap Does The Opposite

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Amidst the new wave of innovations, AI seems to be the center point for a lot of social media companies. In my previous blog, I discussed how Meta is using AI to create personalized stories. Now, Social Media Now also reports that TikTok is implementing their new Generative AI Profile feature. Snapchat, since February, has also been rolling out their new AI chat bot feature, powered by the same firm that's behind the now renowned ChatGPT - OpenAI.

However, when it comes to execution, Snap has recently been heavily criticized by their users for the implementation. In a recent TechCrunch article, it was reported that: "Over the past week, Snapchat’s average U.S. App Store review was 1.67, with 75% of reviews being one-star." The article also notes that the concern is not only about the use or effectiveness of the feature, but also on the placement of the chat itself.



Snap’s My AI chatbot is placed directly in the user’s inbox space, and this was seen as almost a violation of personal space. Many of Snap’s users use the platform as the main mode of communication, therefore, the constant appearance of the Chat AI becomes irritating as it’s taking up too much screen estate. It was also reported that users also find it “creepy” as it knows about the user’s location and data to help better its answers.

To add to the implementation of the idea, this article by Social Media Today recalls the previous chatbot AI by Meta - Messenger Bot. The initiative, along with many other excessive features, proved to be unsuccessful, and Meta soon realized that simplicity is best when it comes to messaging apps. Despite this takeaway, Snap has historically been successful in the integration of unique features into their systems. Notable examples are AR, Streaks, and filters. Thus, I think My AI has the potential to be successful in the future should they reinvent it as a less intrusive service. Every major social company is in one way or another using AI to better their platforms, and it’s no longer a question of “should they use AI,” but rather “how they’re going to use AI.”


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