5 Ways Snapchat Uses Artificial Intelligence and Machine Learning
Snapchat is a popular social media app, particularly for the youth. This article will explain how Snap is using AI to deliver content, make money, and monitor compliance.
Snapchat Lenses
Snapchat Lenses uses AI-powered lenses with small machine-learning models to detect a face, differentiate the unique facial structure, and then create a 3d model to match.
Lenses are powered by augmented reality (AR). AR blends virtual content with the physical world. For example, adding earrings to an existing human face.
Using generative AI, the lenses are now becoming more creative and immersive.
The platform released a “Cosmic Lens” that turns the user and their surroundings into an immersive, animated sci-fi scene.
Beyond expanding the selection of lenses, AI will be leveraged to recommend lenses based on the context of a photo or video that’s captured. The technology will be able to take in specific factors, such as the local weather, to auto-update the recommendation of lenses in real-time.
Targeted Ads
Snapchat makes money with advertisements.
Ads appear on the platform through an auction or a goals-based system.
The “goals” are two-fold.
- Deliver engaging and personalized advertisements to users.
- Generate “winning” ads for advertisers.
Snapchat leverages AI to deliver engaging ads to users and predict “winning” ads for advertisers.
Algorithims go through Snapchat’s ad collection and target ads to a user’s personality and interests.
For each candidate ad, machine learning generates a score for advertisers. The score is based on a number of factors such as the probability of conversion of seeing an ad or the estimation of organic utility. Essentially, the scores demonstrate the effectiveness of the advertisement on the user for advertisers.
Then, advertisers bid on “winning” ads. Presumably, the ones that are most likely to fit their goals in using the platform. Probably to make money.
Discover
Snapchat has a lot of content that appears through stories, subscriptions, non-subscriptions, etc.
Artificial intelligence filters through all of the content and suggests what would be most engaging to the user.
The content that appears depends on how the users engage with the platform. If a person subscribes to a particular influencer, their content will be more directly available.
Chatbots ~ My AI
An AI chatbot that answers questions and gives advice to Snapchat users.
It’s a robot that can come up with its own text outputs from a set of inputs.
For more information about My AI including some controversies, read my article here.
Stopping drug deals
AI is not just for delivering content, but also for monitoring accounts.
Snapchat has used machine learning to identify drug slang/content.
An AI analyzes text, images, and emojis that are connected with drug sales.
Then, the company shares that information with the proper authorities in law enforcement.
In the first half of 2021, AI allowed Snapchat to remove 112% of accounts associated with drug activity.
That’s It
Well … not really. As a massive tech company, I’m sure AI is baked into many more areas of Snapchat’s operations.
I’ve presented the core areas where Snapchat relies heavily on AI.
- As AI improves, we can expect it to be further integrated into these core functions.
- AI is not just for generating and delivering content, as seen through the use of Lens, Discover, and My AI. It’s also being leveraged in other aspects of the business like safety and compliance.
Leave a comment to add to the publication. I’m sure there are more ways that I failed to mention. Or, if you’re having a rough day, feel free to roast me. I’m always looking to improve.
Or, click on some other articles about big tech and artificial intelligence.
