Snapchat Shares Insights into the Effectiveness of Gen AI for Marketing

"In order to get a better understanding of the impact of the latest AI-based experiences in marketing, Snapchat recently partnered with eye square and PMG on a new study, which incorporates responses from over 14,800 respondents across 7 markets (Australia, Canada, France, Germany, Saudi Arabia, the U.K. and the U.S.)."

"spurred curiosity and advocacy , with substantial increases in users wanting more product information, visiting the brand website, talking about the brand, and recommending the brand to others."

"Consumers are significantly more likely to accept the use of AI in ads when it is transparently disclosed compared to when it is not. A large majority of social media users also believe GenAI content should be marked as such."

Snapchat partnered with eye square and PMG to study AI-based marketing experiences, surveying over 14,800 respondents across seven markets: Australia, Canada, France, Germany, Saudi Arabia, the U.K., and the U.S. AI-enabled experiences spurred curiosity and advocacy, producing substantial increases in users wanting more product information, visiting brand websites, talking about brands, and recommending brands to others. Consumers are significantly more likely to accept AI use in ads when the AI use is transparently disclosed rather than concealed. A large majority of social media users believe generative AI content should be clearly marked, signaling strong preference for labeling and disclosure.

Read at Social Media Today