JAKARTA - Snapchat launched the 'AI Sponsored Snaps' feature, an ad placed on the Chat tab. With this feature, users can interact with Artificial Intelligence (AI) agents from various brands.
The presence of this feature changes the usual ad format into a more interactive experience. Users can now ask questions or request product recommendations directly through the conversation.
Snapchat is aware that the presence of AI chatbots in private chat rooms often triggers pros and cons. However, the company is optimistic about its innovation because its users have become accustomed to interacting with chatbots since last year.
Internal data shows that more than 500 million users have tried Snapchat's My AI service. This is the basis for consideration for Snap, the parent company of Snapchat, to expand similar technology to the advertising sector.
Ajit Mohan, Head of Business at Snap, emphasized the importance of conversation spaces in future marketing strategies. He believes that chat is the most strategic place to influence consumer spending decisions.
"AI is accelerating that shift, turning chat into a place where people discover products and make decisions in real-time," Mohan said in his official blog post, quoted on Wednesday, April 29.
For chatbot owners, this feature opens direct access to almost one billion monthly active users. Moreover, statistics show that the chat feature is an important part of the Snapchat app with millions of messages sent every day.
The group of teenagers is the most active segment of communication on the platform. Snapchat claims that this new format is able to significantly increase sales conversions compared to regular ads.
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