The Snap Partner Summit recently took place, and it was clear that the company is pulling out all the stops to keep its Gen Z userbase on the platform. Like every other social media app, Snapchat responded to the pressure of TikTok’s massive growth by rolling out its own short form video feed and creator program. However, as U.S. legislators debate a full ban on the TikTok app, it’s no surprise that the ban would be a boon for companies like Snap and Meta. These companies seem to be most threatened by TikTok’s popularity, and it’s not just because of its massive user base.
Snap CEO Evan Spiegel acknowledged the dangerous precedent for other social platforms if Congress actually managed to ban TikTok. TikTok is in a unique situation due to its Chinese ownership. This has proven problematic for the company’s reputation among U.S. government officials. Spiegel believes that it’s important for companies to be thoughtful. And develop a regulatory framework to deal with security concerns, especially around technology. He also believes that there are legitimate national security concerns.
Snapchat CEO Voices Support for TikTok Ban Amidst Increasing Competition for Gen Z Users
There’s still no evidence of Chinese government officials accessing the data of U.S. TikTok users, but ByteDance, TikTok’s Chinese parent company, has. Snapchat Spotlight, Snap’s TikTok competitor, now has 350 million monthly users. It still falls behind competitors like TikTok and YouTube Shorts. However, as revealed at the Partner Summit, Snap is continuing to invest heavily in AR and AI experiences to differentiate itself.
AR technology can help drive both online and in-person retail sales. Consumers can use AR to try on clothes and accessories. Which makes it more attractive to brand partners and consumers alike. Snapchat is also investing in shopping-specific AR products to help drive e commerce. Snap’s fast pace comes at a price, and the company is no stranger to safety scandals. When it comes to AI, Snap must be cautious.
Gizchina News of the week
If government regulators are worried about teens having TikTok in their pocket, what risks does it pose that now all Snapchatters have an in-app AI chatbot at their fingertips? Snap has introduced My AI, an AI-powered chatbot that is available to all Snapchat users. Snapchat+ subscribers can send photos to an AI chatbot, who will respond with its own photos. The chatbot provides recipe suggestions. But if users try to send nude photos to My AI, the AI is designed not to respond in kind. Instead, it tells users that it won’t engage with that kind of content.
Snap CEO Evan Spiegel Shares Positive Views on Potential TikTok Ban
Spiegel believes that humans tend to push the limits of new technology. While 99.5% of responses from My AI abide by community guidelines. It’s easy to see how that 0.5% could get very messy. The text chatbot is available to all Snapchat users, but there are concerns about how it could be in missuse. On apps like Lensa AI, it proved too easy to trick the program into generating NSFW content. It remains to see how this will play out on Snapchat.
Snap is clearly trying to differentiate itself from TikTok and other social media platforms. The company is investing heavily in AR and AI experiences to provide users with unique and engaging content. However, as with any new technology, there are risks involved. Snapchat must be cautious when it comes to AI and ensure that users are not exposed to inappropriate content. If the company can strike a balance between innovation and safety, it could continue to attract and retain its Gen Z userbase. As for the TikTok ban, only time will tell whether it will be implemented and what the consequences will be for the social media landscape.