Snapchat is testing a new generative artificial intelligence feature, called 'Dreams'. This feature allows users to transform simple images into surreal, artistic visuals. It's another great move by Snapchat's who's consistently demonstrated a commitment to new creative feature to enhance user engagement.
The Dreams feature will reportedly be a freemium model. Users will have a certain free allocation to start with, and once used it, transition to an in-app purchase for around $1 per image.
Snapchat+, the platform's paid subscription which offers access to exclusive features and priority for new updates, has been one of the most successful out of all the social media platforms. The big uptake of Snapchat+ bodes means the new Dreams feature, which is likely to be a strong revenue earner for Snapchat, too.
However, there are some concerns about Dreams. The feature has sparked debates surrounding copyright issues as generative uses existing content as the basis for its own creations. There's also questions over ownership of the generated content, considering that the AI manipulates user-provided images to create something entirely new.
The technology driving this feature, generative AI, has made a huge impacts across industries this year, reshaping work and optimising tasks. It's sparked a rush of new features from social media platforms liked LinkedIn and Meta.
Snapchat's Dreams may be a watershed moment for the platform – in the same way their augmented reality did when they first launched. Its success will ultimately depend on user acceptance and whether they're willing to pay, or not.