Snap Inc. CEO Evan Spiegel has announced a strategic shift towards integrating artificial intelligence (AI) and machine learning (ML) into Snapchat. The move, revealed in an interview with Bloomberg, aims to enhance user engagement and personalization on the platform. Spiegel admitted that the company has lagged in machine learning capabilities, which has affected its overall performance.
Focus on Personalization
The new focus on AI is intended to make Snapchat more engaging and relevant for its users. The company plans to utilize AI to develop improved, personalized tools that can adapt to the changing habits of social media users. Senior machine learning experts within Snap Inc. are collaborating to achieve advanced AI integration.
Before this shift, Snapchat had concentrated on overhauling its advertising business to address previous shortcomings. The new AI-driven approach aims to build on these improvements by offering a more engaging and tailored user experience.
Financial Commitment and Partnerships
Snapchat plans to spend approximately $1.5 billion annually on AI and machine learning. The platform is also investing in augmented reality (AR) features that are integrated into its ads business and user feeds. More than 70% of new Snapchat users engage with AR on their first day using the app, and over 300 million people interact with AR daily on Snapchat.
Cloud Services Collaboration
Rather than developing AI tools in-house, Snapchat is partnering with Amazon and Google for cloud services. The company plans to spend 84 cents per daily user each quarter on infrastructure. This collaboration aims to bolster Snapchat’s machine-learning capabilities and ensure it remains competitive in the evolving social media space.
