Snap Inc. is making a bold move to enhance user engagement by incorporating Google’s advanced generative AI model into its popular messaging app, Snapchat. As part of a new partnership, Snapchat’s AI chatbot, My AI, will be powered by Google’s Gemini model, which offers multimodal capabilities, enabling it to process video, audio, and text simultaneously. This integration comes as Snap seeks to compete with larger social platforms like Meta, which have also invested heavily in AI.

Announced on Tuesday, the collaboration between Snap and Google aims to improve Snapchat’s AI features and extend the time users spend on the app. Since Snapchat users frequently communicate through videos and images, the ability to process multimedia inputs is a game-changer for the platform’s chatbot functionality. Snap CEO Evan Spiegel noted that while text-based chats with AI have proven engaging, the lag in multimodal AI capabilities has hindered Snapchat from realizing the full potential of its AI product.

Why Google’s Gemini AI?

Snapchat’s AI chatbot originally relied on models from OpenAI, the creators of ChatGPT. However, the shift to Google’s Gemini model reflects Snap’s desire to push the boundaries of what its AI chatbot can do. Gemini’s multimodal AI can analyze and respond to videos, images, and text inputs at the same time, offering a more comprehensive user experience.

This upgrade is significant given Snapchat’s focus on multimedia communication. “The experience when sending photos and videos to a chatbot has lagged behind,” said Spiegel, adding that Google’s AI will help bridge that gap. As users typically send visual content, the enhanced AI will offer more seamless interactions, bringing Snapchat’s vision for the chatbot closer to reality.

The partnership also aligns with Google’s strategy of attracting corporate clients to its Gemini AI model. For Google, the deal with Snap is a stepping stone toward broader business use cases for its technology.

Impact on Marketers

For digital marketers, Snapchat’s enhanced AI chatbot presents new opportunities for audience engagement. The integration of multimodal AI means that brands can now utilize AI-driven chat experiences in more creative and interactive ways. As users increasingly share videos and images, brands can explore AI-powered marketing campaigns that respond dynamically to multimedia content. Whether it’s through personalized product recommendations based on a user’s video or a chatbot interacting with image-based queries, marketers will have more tools to reach their audience in a format that feels authentic to the Snapchat experience.

This also opens the door to deeper conversational marketing strategies, where AI can respond not just to text but also to the images or videos users share. Marketers may be able to deploy campaigns that encourage users to interact with a brand’s chatbot using their camera or by sending media, leading to more personalized and engaging experiences.

With Snapchat already known for its younger demographic and heavy reliance on visual communication, these AI advancements could drive higher engagement rates for brands that know how to leverage the platform’s new capabilities.

Competing in an AI-Driven World

Snapchat’s move to integrate Google’s AI comes at a time when major social platforms are racing to incorporate advanced generative AI features to enhance user experiences. Meta, for instance, has launched its own suite of AI chatbots aimed at boosting engagement across its platforms like Instagram and Facebook.

By partnering with Google, Snap hopes to differentiate itself from its rivals and offer users an even more immersive chat experience. While Snap’s My AI has already proven successful with its integration of OpenAI’s models, Google’s multimodal AI will allow the company to better serve its user base, particularly those who rely on video and images as primary means of communication.

Ultimately, this partnership between Snap and Google not only advances Snapchat’s AI capabilities but also offers brands new ways to tap into this evolving technology for more creative and impactful digital marketing campaigns.