Snapchat said more than 150 million people have sent over 10 billion messages to its My AI chatbot, making it one of the largest consumer chatbots. The popularity of conversational AI has contributed to the interest in My AI, which Snap now uses to gather insights about user interests to improve the tool and enhance Snap’s broader offerings, including Snap ads.
According to Snap, conversations with My AI will enhance Snapchat Lifestyle Categories (SLCs), which optimize ads for advertisers based on factors such as the content watched by Snapchatters. Signals from conversations with My AI will improve the quality and relevance of SLCs, thereby improving the ads users see on the app. While some users may not appreciate their chats being used for targeted ads, it can help Snap improve contextual targeting. For example, if a user asks travel-related questions, Snap can target them with travel ads. Snap is also testing sponsored links in My AI results to reach Snapchatters who have shown interest in specific products through their queries.
It remains to be seen how My AI questions reflect buying intent and their effectiveness for ad targeting. Nonetheless, it could be a valuable tool for Snap and others to enhance their data collection process, considering recent restrictions on user data.
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