Increased generative AI elements in social media: how will it impact marketers?

Published: May 30, 2023

min read

From Microsoft to Google, everyone is racing to integrate generative AI technology into their platforms or create new AI tools as the technology is firmly holding the interest of the global tech ecosystem.

And social platforms are not an exception here.

They are also seeking ways to plug into the generative AI shift so that they can keep up with the trend and leverage the opportunity to maximise engagement.

However, so far, we've only seen some mediocre AI concepts in social apps, while generative AI tools are doing amazing things far beyond what users would have thought possible.

Snapchat launched 'My AI' in February, allowing users to chat with an AI bot and ask questions within the app.

AI-powered visual creation tools are also being developed for TikTok and Instagram, bringing us AI-based filters and selective creative tools.

Both Meta and Twitter are also working on new generative AI elements that have yet to be revealed.


Snapchat is notable for its efforts towards incorporating AR features into its platform in an effort to attract younger audiences.

And now, from Snap’s recent announcement on Twitter, it is clear that the platform is now working on another visual AI element, 'Dreams,' in an attempt to present it as more innovative.

Snap's new 'Dreams' project, powered by generative AI, will allow users to place their imitations into created realms that already exist.

Snapchat hasn't revealed any specifics about Dreams, but the company has stated that the feature will be available to all Snapchat users. Dreams will be available for free download, with users able to create and share their "Dreams" with other Snapchat users.

In simple words, it's another creation tool from Snap that's based on text prompts but has a different frame.

What does it mean to marketers?

With social media being an integral part of life for people in this digital era, the use case of generative AI in social media for marketers is amplifying by the day. In fact, AI is taking over, and it has become crucial for businesses and agencies to keep up with the best social media AI tools so as to stay competitive.

Can you move past your social media feed without noticing at least one AI-related post for a day? We can’t.

From content creation to image generation, AI tools are a huge helping hand for businesses to speed up the creative process, be it large or small.

As a result, social media platforms are fiercely working on their own generative AI tools or introducing AI features to their platforms. Now, we see Snap’s "Dreams" as such, and given the popularity of AI tools in the digital landscape, it definitely makes sense.

Here are a few ways we believe marketers can make use of Snap’s "Dreams-like visual AI tools" to their advantage:

  • As a tool like Snap’s “Dreams” can automatically generate designs and graphics based on simple text prompts and inputs, marketers can create a variety of design options in a short time. This way, it will help them save time and give them the ability to quickly produce engaging visuals for their social media campaigns.
  • The creation of interactive visual experiences is crucial for social media. As Snap’s “Dreams” can create interactive graphics that users are more likely to engage with, it can help marketers increase their brand visibility among new audiences.
  • If the avatars that "Dreams" generate get popular among users, they are likely to share them on other social media platforms like Instagram, Facebook, etc. Thus, by encouraging social sharing, marketers can enhance user engagement, build stronger connections with users, and boost brands’ reach.
  • As social media is more about creating timely content, dream-like AI tools help marketers align with trends easily. Besides, they can capitalize on these opportunities by creating relevant visuals so as to capture the attention of their target audiences.
  • In social media marketing, visual storytelling is vital. Marketers can use Snap’s “Dreams” to create customised visual narratives and tell compelling stories that resonate with their target audience. By doing this, they can probably increase overall user engagement and brand recall.

In a nutshell, generative AI tools keep budding in the digital market. In our opinion, beyond how these kinds of tools gain traction among users, it is marketers’ responsibility to leverage those tools and find the best use cases so as to stand out in the competitive social media space.


Jasmine Jackson

Jasmine is a social media maven with a talent for building engaged communities. She's a natural storyteller and has a way of making complex ideas accessible to everyone. In her spare time, she enjoys reading, and exploring new cuisines.


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