The Social Media AI Chatbot Race: What Marketers Need to Know

The creator economy and marketing landscape are continuously evolving, and the emergence of artificial intelligence (AI) chatbots has brought about a new wave of innovation.

With the rising popularity of AI chatbots such as ChatGPT, it’s the new trend that social platforms are keen to jump on, but they have been met with mixed responses.

Snapchat was the obvious trendsetter, with its recent introduction of AI tools such as My AI, a chatbot available on the app.

However, upon the initial release of Snapchat's My AI chatbot, which utilises Open AI's GPT technology, the product lacked adequate age verification features. Snap recently introduced the My AI Snaps feature, which requires payment and enables the AI to send AI-generated images.

What does this mean for marketers?

Snap shared its big plans for AI at IAB NewFronts, alongside its new solutions for advertisers, content partnerships, and ways to work with creators on Snapchat.

The social platform revealed that it was testing out the idea of “sponsored links” in My AI, much like Microsoft testing ads in Bing Chat. On paper, if a user was chatting with My AI about cookbooks, then it would show a sponsored link to other related books, or similarly if they were chatting about food, My AI would then provide links to relevant restaurants.