Snapchat’s parent company Snap Inc. has been working on integrating AI into its popular social media app for several years now. In 2019, Snap launched its Cameos feature which uses deepfake technology to replace a person’s face in a video with an animated character that mimics their expressions and movements. This demonstrated Snap’s interest in using AI to enhance and customize the Snapchat experience.
Recently, Snapchat has been testing a new AI-powered virtual assistant called Minnie. Users in the test group can ask Minnie questions, have conversations, and even develop an affinity over time. This raises an interesting question – can Snapchat users personalize the AI by giving it a unique name?
The Benefits of Naming Your AI
There are several potential benefits to allowing users to name their AI assistants:
Personalization
Giving an AI a custom name adds a layer of personalization and uniqueness. Instead of just interacting with “Minnie”, you’re now chatting with “Sara” or “Charlie” or any other name you choose. This can help people humanize the technology and form a deeper connection with it.
Brand Differentiation
Enabling names could set Snapchat apart from other social platforms with AI elements. Facebook has its AI assistant called Blender and Alexa is the name universally associated with Amazon’s smart assistant. Snapchat giving users the power to name their own AI could be a differentiated brand strategy.
Engagement
The act of naming something is engaging and rewarding for many people. Allowing Snapchatters to name their AI bots could make them more excited to chat and interact with the virtual assistant, driving up engagement on the platform.
Inclusivity
People like to see themselves reflected in products they use. Giving users the ability to name an AI with a culturally relevant name that resonates with their identity could make the Snapchat experience more inclusive.
Memorability
Asking users to name their AI assistant could make the experience of using it more memorable. Remembering the name you chose is easier than trying to recall a generic name like “Minnie.”
The Risks of Letting Users Name the AI
However, there are also some potential risks to giving Snapchat users the ability to customize their AI’s name:
Offensive Names
Allowing complete freedom of choice opens the door to users picking offensive, profane, or culturally insensitive names. Snap would need to implement name filters or blocking to prevent this.
Impersonation
Users could choose names that impersonate or misrepresent real people, brands, celebrities, etc. This could lead to legal issues or abuse.
Confusion
If every user’s AI has a different name, it may create confusion when people reference or discuss the virtual assistant. Brand cohesion could suffer if there’s no consistency.
Added Complexity
Allowing customizable names would add another layer of complexity from a development perspective. The AI would need to be programmed to recognize and respond to any chosen name.
Curation Challenges
Snap would need to moderate and approve/deny user-suggested names. At scale, curating and managing so many unique names could become very challenging.
Examples of AI Naming Done Well
A few examples of where consumers have been given the ability to personalized AI names:
Amazon Alexa
Alexa devices come with a default name, but users can change the wake name in the settings. Some options include Amazon, Echo, or Computer. This optionality is balanced to minimize risk.
Google Voice Assistant
Google Home users can change the default “Hey Google” wake phrase to anything they want. Their customized name only works on their registered device for privacy.
Waze Moods
The navigation app Waze gives users the ability to change the mood and voice of the app directions. Options include Optimist, Singing GPS, and Unicorn.
Portal from Facebook
Facebook’s Portal video chat device allows you to change the name of the AI assistant. It filters out offensive options and gives recommendations.
Implementation Considerations for Snapchat
If Snapchat does move forward with giving users the ability to name their AI bots, here are some implementation factors to consider:
Approval Process
An approval workflow for suggested names would help catch offensive or inappropriate options. Both automated filters and human reviews could be utilized.
Default Options
Providing some default pre-set names for users to choose from first can minimize risk. It also helps users who don’t want to create their own name from scratch.
Access Controls
User controls over name visibility can prevent abuse. For example, hiding offensive names from public profiles but showing them during private chats.
Usage Guidelines
Snap could provide guidance on appropriate vs. inappropriate names. Warning against impersonation, trademarks, etc can shape user behavior.
Context Detection
Advanced NLP models could detect when an inappropriate name is being used in an equally inappropriate context and flag that content.
Parental Controls
Since Snapchat has many underage users, additional parental controls around naming could give parents oversight.
Seamless Reverts
An easy way to revert back to a generic name if users change their mind or grow tired of a custom name they chose.
The Bottom Line
Personalized AI naming comes with both benefits and risks. Snapchat has the brand differentiation opportunity to become the first major social platform empowering users to name their own virtual assistants. However, the company would need to invest heavily in safety protocols and content moderation to prevent abuse of this feature. If executed thoughtfully, it could drive memorability, inclusivity and engagement. But it also creates complexities that could backfire if not properly planned for. Overall, the ability to name one’s own AI should align closely with Snap’s core user base and brand identity if pursued. Other players like Facebook and Apple have not yet taken this step – so Snapchat has a chance to lead the way.
Frequently Asked Questions
Is it technically possible to name your Snapchat AI assistant?
Yes, it is technically possible for Snapchat to allow users to name their personal AI assistant on the platform. The AI could be programmed to respond to a customized name specified by each user. This would likely require additional development work by Snap but is feasible.
Would I be the only one able to use a custom name I pick for my Snapchat AI?
Most likely yes, a unique AI name would only work for you. For privacy and accuracy reasons, Snapchat would restrict any name you choose for your AI to only function on your account and device.
Could I name my Snapchat AI anything inappropriate or offensive?
Snapchat would almost certainly put restrictions on AI names to prohibit offensive, profane, or abusive language. There would likely be an approval process for any suggested name and criteria that would automatically disqualify certain words or phrases.
Would naming my Snapchat AI make me enjoy using the app more?
For many users, having the ability to personalize their AI assistant by naming it could lead to greater enjoyment and engagement with Snapchat. Humanizing the technology via naming makes it more relatable. But for other users who are indifferent to naming, it may not impact their usage.
If I named my Snapchat AI, would my friends see that name when interacting with it?
Not necessarily. For privacy reasons, Snapchat may keep AI names invisible to other users. Or they may only show your custom name when chatting 1:1 with a friend but hide it from broader public profiles or posts. Specific sharing controls would likely be implemented.
Conclusion
Naming AI assistants creates an engaging opportunity for personalization and differentiation. With the right balance of creativity and safety protocols, Snapchat has a unique chance to let users form deeper connections with its AI by giving it a custom identity tailored to each person. However, new complexities around curation, moderation and technical training would emerge. Overall, Snapchat’s youthful demographics may align well with the benefits of named AI. But rigorous planning and protection measures would be critical to successfully executing this innovative feature.