{"id":163051,"date":"2026-07-06T13:22:26","date_gmt":"2026-07-06T18:22:26","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=163051"},"modified":"2026-07-06T13:24:01","modified_gmt":"2026-07-06T18:24:01","slug":"snapchat-human-connection-digital-marketing","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/","title":{"rendered":"Human First, AI-Enabled: Snapchat\u2019s Approach to AI, Creativity, and Human Connection"},"content":{"rendered":"","protected":false},"featured_media":163097,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-163051","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260706","expert_source":"contributing_experts","author":150494,"duration":"16 minutes","title":"Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/5ltPUx1DWsg?si=u9-eyKKs4ibjD1EI"},"podcast_iframe":"<iframe style=\"border:0; width:100%;\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/38e3eef1-1290-49e8-b2a1-dd82b044c805\/541cea0b-955a-4bf9-9ca4-de2411a50078\"><\/iframe> ","promotional_listen_text":"Listen now on your favorite platform","content":"<span data-contrast=\"auto\">The feed had a good run. But people are tired of scrolling, squinting at AI slop, and wondering whether that rhinoceros playing ping pong is real.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">Digital behavior is shifting from public performance to private connection, and Snapchat has been built for that shift all along.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">In this episode of Shift Happens, host Nasser Sahlool is joined by Bob Cornwall, Country Manager for Canada at Snap Inc., to unpack what marketers can learn from the move away from passive consumption and toward more personal, participatory digital experiences.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:0,&quot;335551620&quot;:0}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">They explore why Snapchat opens to the camera, not a feed; how AR, AI, Bitmoji, and Snap Map help people connect instead of just consume; and why brands need to think beyond reach if they want to earn real attention.<\/span>","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155037,"tip_title":"People are moving from broadcasting to connecting","tip_content":"Consumers are increasingly overwhelmed by the volume of content competing for their attention. With constant notifications, endless feeds, and more AI-generated content entering the mix, people are becoming more intentional about where and how they spend their time online. Bob explains that many users are shifting away from public performance and toward more private spaces where they can connect with real people in more meaningful ways. For marketers, this shift matters because attention is no longer just about reach. It is about relevance, context, and the quality of the moment. "},{"tip_image":155037,"tip_title":"Human connection is Snapchat\u2019s core differentiator","tip_content":"Snapchat was designed around communication with close friends and family, not passive consumption. By opening directly to the camera instead of a feed, the platform encourages people to share what is happening in their lives in a way that feels raw, personal, and immediate. Bob describes this as human connection at scale: real people sharing real moments with the people they care about most. That scale is significant, particularly among younger audiences who use the platform frequently throughout the day. "},{"tip_image":155037,"tip_title":"Technology should amplify connection, not replace it","tip_content":"From augmented reality and lenses to Bitmoji, Snap Map, and AI-powered tools, Snapchat uses technology to make communication more expressive, creative, and useful. The distinction is important: the goal is not to pull people further away from real life, but to help them connect more easily with each other and with the world around them. For marketers, this creates opportunities to build experiences that are not just seen, but participated in. "},{"tip_image":155037,"tip_title":"Marketers need to rethink what meaningful engagement looks like","tip_content":"In a content-saturated environment, brands are finding it harder to break through with messages that people actually notice. Snapchat offers a different kind of opportunity because users come to the platform with the intent to connect. Bob explains that when brands show up with the right message, for the right audience, at the right moment, they can earn attention in a more receptive environment. Success is not just about impressions or volume. It is about creating relevance in moments where people are already open to interaction. "},{"tip_image":155037,"tip_title":"AI can support creativity, personalization, and performance","tip_content":"While AI is often discussed as a way to create more content faster, Snapchat is using it in ways that support connection, relevance, and ease. Bob outlines how AI helps people find the right friends and family to connect with, helps advertisers reach the right audiences, supports campaign planning and optimization, and powers creative tools like lenses and augmented reality experiences. For marketers, AI is not the whole story. It is an enabler that can make campaigns more personalized, more engaging, and more effective when used with the right strategic intent. "}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to\u00a0Shift Happens.\u00a0I'm\u00a0Nasser\u00a0Sahlool.\u00a0Today\u00a0I'm\u00a0joined by Bob Cornwall,\u00a0country manager for Canada for Snap Inc.\u00a0For a long time, digital marketing\u00a0was built around the idea\u00a0of reaching the largest possible audience.\u00a0More impressions,\u00a0more followers, more eyeballs.\u00a0But people\u00a0don't\u00a0spend their time online\u00a0the same way they used to, thank goodness for that.\u00a0People are moving from broadcasting\u00a0to connecting, from feeds to friends,\u00a0and from passive consumption\u00a0to more private,\u00a0participatory, high intent interactions.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And Snapchat has been at the center\u00a0of that evolution from the very beginning.\u00a0So today we are talking about what\u00a0marketers can learn from changing consumer\u00a0behavior, how brands can build relevance\u00a0in more personal digital environments,\u00a0and how technologies like AI are\u00a0an enabler of relevance,\u00a0creativity\u00a0and ease\u00a0rather than the central narrative.\u00a0Welcome to Shift\u00a0Happens, Bob.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you for having me.\u00a0I'm\u00a0really grateful\u00a0for the opportunity\u00a0and for the chance to do this with you, so thank you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0you're\u00a0a podcast\u00a0virgin.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yes, this is my first podcast.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, you have a voice for podcasting,\u00a0right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thanks.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">As long as\u00a0nobody tells you\u00a0that you have a face for podcasting,\u00a0I\u00a0get\u00a0told\u00a0that\u00a0all the time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0totally fair.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, Bob,\u00a0let's\u00a0dive into this.\u00a0We spent years talking about social media\u00a0as a broadcast\u00a0environment, right?\u00a0\u00a0But, you know,\u00a0one of the things that you talk about\u00a0is how behavior is clearly shifting\u00a0in that context.\u00a0How are you seeing people\u00a0from posting for, you know, wide\u00a0audiences to more personal\u00a0and private interactions?\u00a0And what do you think is driving that?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0it's\u00a0a\u00a0really good\u00a0question\u00a0from a user behavior standpoint.\u00a0I'll\u00a0take a\u00a0really big\u00a0step back\u00a0and just talk about\u00a0some of the macro trends\u00a0that\u00a0we're\u00a0seeing.\u00a0And I think\u00a0hopefully the listeners can relate to it,\u00a0and you can relate to it\u00a0in a personal way.\u00a0But people today, Canadians are inundated\u00a0with content on everything.\u00a0There's\u00a0some interesting research\u00a0that just came out\u00a0that said, on average,\u00a0people get more than 140\u00a0push notifications to their phone\u00a0every single day.\u00a0They scroll more than 300ft of content\u00a0every single day,\u00a0and they have more than 1200 thumb swipes\u00a0that they put onto their phone\u00a0every single day.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">How many of those are swiping\u00a0right\u00a0versus swiping left?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That would be up for you to figure out.\u00a0But if you think about\u00a0that, people have been in this moment\u00a0of content consumption\u00a0and what\u00a0it's\u00a0causing is a ton of fatigue.\u00a0So\u00a0consumers in\u00a0Canada are feeling like,\u00a0you know,\u00a0there's\u00a0they're\u00a0overstimulated.\u00a0They've\u00a0been viewing too much content.\u00a0They've\u00a0been trained to scroll and just\u00a0doom scroll mindlessly consuming content.\u00a0And\u00a0\u00a0there's\u00a0also this other consumer trend\u00a0that I call reality blurring. With\u00a0the emergence\u00a0of AI technology and AI generated content, people are becoming more aware\u00a0of when something is human\u00a0made versus computer made.\u00a0And the distinction between\u00a0the two is really,\u00a0really hard\u00a0to tell.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I\u00a0don't\u00a0know about you,\u00a0but like my parents are older and\u00a0my mom will send me\u00a0content all the time and be like,\u00a0can you believe a rhinoceros is playing\u00a0ping pong with this flamingo?\u00a0And\u00a0I'm\u00a0like, mom,\u00a0that is not real content.\u00a0That was AI generated.\u00a0And\u00a0so\u00a0people are becoming more discerning\u00a0about understanding,\u00a0is this real content or is this AI slop,\u00a0for lack of a better word?\u00a0And\u00a0so\u00a0in that moment\u00a0of being overstimulated,\u00a0being trained to scroll\u00a0and having a really hard time\u00a0understanding what's real\u00a0and what's not real,\u00a0what we're seeing is that in\u00a0the social space, people are pivoting\u00a0to public spaces\u00a0where they're posting for audiences\u00a0or adding comments underneath a\u00a0post,\u00a0or\u00a0trying to build an audience themselves.\u00a0The retreating to more private spaces\u00a0where\u00a0they're\u00a0talking to real human\u00a0beings, people they know, people\u00a0that bring meaning into their life,\u00a0and\u00a0they're\u00a0looking to create connection\u00a0with those people and\u00a0maintain\u00a0that connection.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And that really becomes the thing\u00a0that differentiates\u00a0Snap against all other social platforms,\u00a0is\u00a0we are primarily a platform where\u00a0people come to connect with their inner\u00a0circle,\u00a0their closest friends, their family.\u00a0And one of the major behaviors that we see\u00a0on the platform is people come to\u00a0Snap.\u00a0So\u00a0they want to\u00a0snap\u00a0with their friends\u00a0and their family,\u00a0and\u00a0that's\u00a0what\u00a0they're\u00a0looking for, is\u00a0that real, authentic human connection.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0you described Snapchat\u00a0as human connection at scale.\u00a0What does that mean?\u00a0And how does that apply\u00a0in this kind of digital environment,\u00a0which to a lot of people is inhuman?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0So\u00a0when I say human connection,\u00a0what I mean is we\u00a0actually facilitate\u00a0the connection between human beings\u00a0and with people that you\u00a0actually care\u00a0about connecting with.\u00a0So\u00a0an actual social network.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">An actual social network.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Exactly.\u00a0\u00a0We're\u00a0about helping\u00a0you find your closest family and friends\u00a0and making it easy for you\u00a0to connect with them.\u00a0And\u00a0that's\u00a0one of the things we mean\u00a0when we say human connection.\u00a0The other thing that we mean\u00a0is that it is\u00a0real\u00a0content.\u00a0So\u00a0when people connect\u00a0or\u00a0Snap\u00a0on our platform,\u00a0they're\u00a0doing it with like raw content\u00a0that's\u00a0authentic,\u00a0that's\u00a0personal,\u00a0that reflects them.\u00a0And even from an app standpoint,\u00a0I\u00a0don't\u00a0know if\u00a0you're\u00a0familiar with\u00a0the app.\u00a0Or if you use it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh, yes.\u00a0Yeah.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But one of the things that makes us<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">different is we open to the camera<\/span><b><span data-contrast=\"auto\">,\u00a0<\/span><\/b><span data-contrast=\"auto\">and\u00a0that's\u00a0intentional.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">We\u00a0don't\u00a0open to a feed.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">And so\u00a0that's\u00a0incredibly personal.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">And it helps people share\u00a0what's<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">going on in their life right now,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">with the people they care about the most.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">So\u00a0when we talk about human connection,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">we mean\u00a0facilitating<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">the connection between the people<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">that matter most to you and your life.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">And the way that\u00a0you're\u00a0communicating<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">is in a real, authentic way,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">not in a polished or performative way,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">but\u00a0you're\u00a0actually sending<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">real, raw content.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">When we talk about scale,\u00a0what I mean is that Snapchat's been around\u00a0for about 15 years, and many people's\u00a0first experience of it was 15 years ago,\u00a0and they got on their platform\u00a0and they tried it.\u00a0And over the last like 3 to 5 years,\u00a0Snapchat in\u00a0Canada\u00a0has had a real resurgence of user growth.\u00a0And\u00a0so\u00a0it shocks people\u00a0how big we are in Canada.\u00a0So\u00a0on a monthly active basis,\u00a0we reach more than 13 million Canadians.\u00a0Which is wild.\u00a0It's\u00a0bigger than Pinterest.\u00a0It's\u00a0bigger than X in terms of its reach.\u00a0And\u00a0we're\u00a0within spitting\u00a0distance of TikTok.\u00a0So\u00a0when I talk about human connection,\u00a0I mean\u00a0facilitating\u00a0a real connection\u00a0between real people sharing content\u00a0that\u00a0isn't\u00a0polished or\u00a0performative, but\u00a0is raw and authentic to them.\u00a0And when I talk about scale,\u00a0I mean, we have the masses in Canada\u00a0on our platform.\u00a0We reach more than 85% of people,\u00a018 to 35 in Canada,\u00a0and they use the app on average\u00a0more than 30 times a day.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Wow.\u00a0So\u00a0given that it opens with a camera,\u00a0would you say that Snapchat users\u00a0are better at taking selfies\u00a0and less likely to take that\u00a0jowly one from down there?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">They are\u00a0pretty proficient\u00a0at selfies,\u00a0and the camera can also turn around\u00a0so that you can take photos of the\u00a0environment that\u00a0you're\u00a0in as well.\u00a0\u00a0When\u00a0they're\u00a0taking photos\u00a0on our platform,\u00a0one thing\u00a0that's\u00a0really different\u00a0is the use of lens and augmented reality.\u00a0So\u00a0they're\u00a0very proficient at like\u00a0taking a photo and then augmenting it\u00a0to better express themselves\u00a0or share a thought or a feeling.\u00a0And so\u00a0that's\u00a0one thing that makes us\u00a0really different\u00a0from the selfie space.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And Snapchat was really the pioneer\u00a0as far as the use of augmented reality\u00a0in these kinds of environments.\u00a0And I know there were a few key\u00a0cultural moments.\u00a0And for me,\u00a0I think the big cultural moment in\u00a0time was a Game of Thrones\u00a0one, right? With the Ice King\u2026\u00a0what\u2019s\u00a0its\u00a0name\u00a0\u2013 lens?\u00a0So\u00a0my question to you is, given that tie\u00a0in, could you find a way\u00a0to make the final season\u00a0of Game of Thrones disappear?\u00a0Because, I mean,\u00a0that's\u00a0your whole\u00a0thing\u00a0right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0yeah, that is.\u00a0I mean if we can make that happen,\u00a0I think\u00a0that's\u00a0above my pay grade.\u00a0That's\u00a0what I would say.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That's\u00a0a shame.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I know, but\u00a0you're\u00a0right.\u00a0Snapchat is an incredibly\u00a0innovative platform, and\u00a0we're\u00a0often\u00a0copied and duplicated\u00a0by many other platforms out there.\u00a0Most notably, we were the first social\u00a0platform to introduce vertical video.\u00a0Which is now\u00a0a very common\u00a0format across all\u00a0social platforms.\u00a0We were also the first platform\u00a0to introduce lenses,\u00a0which is a way to augment a photo\u00a0or a video that you\u00a0have to\u00a0further express, sort of, or communicate\u00a0what's\u00a0going on.\u00a0And\u00a0we've\u00a0also been a pioneer\u00a0in the augmented reality space.\u00a0Where you can create your own\u00a03D avatar,\u00a0we call them\u00a0Bitmojis,\u00a0of yourself,\u00a0that can interact with your friends\u2019\u00a0Bitmoji\u00a0on the platform.\u00a0And or you can take videos\u00a0of your real human\u00a0self\u00a0interacting\u00a0in a virtual environment,\u00a0which is really,\u00a0really cool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0let's talk a little bit\u00a0more about the technology side of things,\u00a0because every platform out there\u00a0is pushing technology\u00a0to build more content and broadcast more,\u00a0whereas your focus on technology seems to be more\u00a0about helping drive deeper connections\u00a0and engagement on a\u00a0one on one\u00a0basis or one to many basis.\u00a0So why is that distinction important?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, if I take it right back\u00a0to the start, our founders, Bobby\u00a0and Evan, when they started the company\u00a015 years ago,\u00a0they built it on the hypothesis\u00a0that technology should be used to actually\u00a0facilitate human connection\u00a0and not just connection\u00a0between people, but also the connection\u00a0that people have to the real world.\u00a0And so rather than have technology\u00a0pull people\u00a0out of real human relationships\u00a0or out of the physical world,\u00a0they wanted technology to sort of amplify\u00a0those relationships and amplify\u00a0that experience\u00a0that they have in the world,\u00a0to have fun, to play,\u00a0to learn and to grow.\u00a0And that was our founding mission.\u00a0And\u00a0so\u00a0everything from a technology\u00a0standpoint that\u00a0we've\u00a0built\u00a0has been intentionally designed\u00a0to\u00a0facilitate\u00a0that type of connection\u00a0or to\u00a0facilitate\u00a0that type of interaction\u00a0with the real world itself.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And we've seen that come to fruition\u00a0in many ways, some of which I was just\u00a0sort of talking about, be it\u00a0the augmented reality\u00a0is a really great way to sort of connect,\u00a0not only being able to snap\u00a0between you and your friends,\u00a0but you can connect in a digital space.\u00a0We also created this map\u00a0that lives on our platform,\u00a0where you can\u00a0actually share\u00a0your location\u00a0with your friends.\u00a0So\u00a0if you are at a concert\u00a0or\u00a0you're\u00a0on vacation\u00a0and you want to meet up,\u00a0it makes it\u00a0really easy\u00a0to find\u00a0where your friends are and then be able\u00a0to connect with them in real life.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">One of the interesting user behavior\u00a0things that happens on our platform\u00a0is people\u00a0don't\u00a0spend endless hours\u00a0consuming content.\u00a0They\u00a0actually come\u00a0on\u00a0frequently,\u00a0like I said, more than 30 times a day.\u00a0They connect\u00a0and then they\u00a0take action\u00a0in real life.\u00a0They leave the\u00a0platform\u00a0and then they go and they\u00a0take action\u00a0either with their friends or\u00a0make a plan\u00a0or do something because of the connection\u00a0they've\u00a0created on the platform itself.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So that that creates an\u00a0interesting challenge around\u00a0positioning yourself for marketers, right?\u00a0Because when\u00a0a lot of traditional marketers\u00a0think about the KPIs they care about,\u00a0this platform feels at odds\u00a0with that somehow.\u00a0So\u00a0what do you think are the metrics\u00a0that they should care about that\u00a0they're\u00a0going to get from Snapchat\u00a0that they\u00a0don't\u00a0necessarily get elsewhere?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, I think in a world\u00a0where\u00a0there's\u00a0an endless\u00a0amount of content, the content proliferation\u00a0that's\u00a0been happening,\u00a0there's\u00a0an endless amount of content\u00a0that's\u00a0out there right now.\u00a0People are scrolling past it, and\u00a0it's\u00a0getting\u00a0harder and harder\u00a0for brands\u00a0to capture the attention and connect with\u00a0their audience in a meaningful moment.\u00a0And\u00a0so\u00a0when users come to our platform,\u00a0they come with the intention to connect.\u00a0They come with a heightened attention\u00a0to the platform itself.\u00a0And\u00a0I think that\u00a0creates a\u00a0really unique\u00a0opportunity for marketers and advertisers\u00a0to find an audience in a head space\u00a0where\u00a0they're\u00a0willing to connect\u00a0or interested in connecting.\u00a0And if you serve the right message\u00a0at the right time to the right audience,\u00a0you're\u00a0going to get their attention\u00a0and\u00a0you're\u00a0going to get engagement.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Kantar did an interesting study\u00a0where they asked consumers\u00a0what\u00a0was their most preferred\u00a0social platform or digital platform,\u00a0and Snapchat was the number two\u00a0most preferred consumer platform.\u00a0The other part of that research\u00a0that was\u00a0really interesting\u00a0that\u00a0came out\u00a0was\u00a080% of social media users\u00a0were\u00a0actually open\u00a0to receiving a message\u00a0from a brand\u00a0when they were on our platform.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh, wow.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0this idea that brands, you know,\u00a0it's harder and harder for them to break\u00a0through the clutter of all of the content\u00a0that's out there, but their opportunity\u00a0is to show up in a moment when their audience is looking to connect,\u00a0which is what our core offering is.\u00a0And when they do that the right way,\u00a0it\u00a0actually drives\u00a0really meaningful\u00a0business results for them, that\u00a0actually helps\u00a0to grow their business.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0elephant in the room and the topic\u00a0du jour\u00a0is of course AI.\u00a0A lot of platforms\u00a0and marketers are using it\u00a0to build masses of content to broadcast,\u00a0to communicate.\u00a0How do you see the use of AI\u00a0being used within Snapchat in\u00a0interesting ways, to build\u00a0that human connection and creativity?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0it's\u00a0used in\u00a0a number of\u00a0different\u00a0ways.\u00a0One is around\u00a0optimizing\u00a0the platform\u00a0to\u00a0facilitate\u00a0connection.\u00a0So\u00a0we\u00a0leverage\u00a0AI so that people can find\u00a0the people that\u00a0they're\u00a0interested\u00a0in connecting with friends and family\u00a0or otherwise. For\u00a0brands, we have AI using it to help them\u00a0find the right audience\u00a0at the right moment in time,\u00a0which is\u00a0really great\u00a0if\u00a0you're\u00a0a brand\u00a0that's advertising on the platform.\u00a0We have a ton of smart optimizations\u00a0that we use through our Ads Manager\u00a0function, where you can\u00a0actually plan\u00a0by\u00a0and measure a campaign using AI technology\u00a0that's\u00a0on the back end.\u00a0And then we also have a ton\u00a0of AI creative tools\u00a0that advertisers can use to create lenses,\u00a0augmented reality moments, fun games,\u00a0or whatever it is that\u00a0they're\u00a0after\u00a0to engage their audience\u00a0in a meaningful way.\u00a0So\u00a0we're\u00a0using AI in a lot of\u00a0different\u00a0ways.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Most recently, we launched an AI solution\u00a0for the shopper journey.\u00a0So\u00a0anyone\u00a0that's looking to sell a product online,\u00a0we use that technology to actually surface\u00a0the right product, the right user,\u00a0at the right time, tapping into\u00a0what could be a catalog of thousands\u00a0and thousands of different products,\u00a0and then leveraging\u00a0AI to determine what product is right\u00a0for the right audience at the right moment\u00a0in time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So, wait,\u00a0you're\u00a0saying that I could create a\u00a0Nasser\u00a0face as a lens and then distribute\u00a0that to everybody in the company\u00a0and insist that they will use it?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">You totally could.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I love that.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I'll\u00a0send it to you after this.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Excellent.\u00a0So\u00a0there's\u00a0the shift.\u00a0Digital communication\u00a0is moving from broadcasting to connecting.\u00a0People are moving away\u00a0from passive consumption towards\u00a0more private participatory interactions.\u00a0And for marketers, that means success is\u00a0no longer\u00a0just about reaching\u00a0audiences.\u00a0It's\u00a0about building relationships,\u00a0creating relevance, and showing up in ways\u00a0that feel natural within the conversations\u00a0people are already having.\u00a0Technology, whether\u00a0it's\u00a0AI, AR,\u00a0or whatever comes next,\u00a0is the most powerful when it helps\u00a0people\u00a0make those connections easier,\u00a0more meaningful, and more human.\u00a0They're\u00a0looking for experiences\u00a0that feel personal, relevant, and worth\u00a0participating\u00a0in, not just more content to scroll past. Because the brands that win\u00a0won't\u00a0be the ones shouting the loudest,\u00a0they'll\u00a0be the ones that people\u00a0actually\u00a0want\u00a0to hear from.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen.\u00a0Follow\u00a0Shift\u00a0Happens.\u00a0Leave us a review\u00a0and share this episode with your team.\u00a0If you have questions for the\u00a0podcast,\u00a0 email\u00a0us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">.\u00a0\u00a0We'd\u00a0love to hear from you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Bob, thanks for joining us.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">My pleasure.\u00a0Thank you for having me.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No,\u00a0it's\u00a0our pleasure.\u00a0And I look forward to creating\u00a0a\u00a0Nasser\u00a0face for everybody else.\u00a0I'll\u00a0be sending it to you\u00a0via Snapchat.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Bob:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Can't\u00a0wait\u00a0for it.<\/span>\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">All right. Well,\u00a0thank you very much for joining us.\u00a0This is\u00a0Shift Happens, and\u00a0I\u2019m\u00a0Nasser Sahlool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":null,"external_links":{"youtube_link":"https:\/\/youtu.be\/5ltPUx1DWsg?si=u9-eyKKs4ibjD1EI ","amazon_link":"https:\/\/music.amazon.com\/podcasts\/ec3b53d6-881d-4c41-a030-997f22d95df4\/episodes\/615d495b-d899-4077-af16-a1bdb7341d83\/shift-happens-human-first-ai-enabled-snapchat's-approach-to-ai-creativity-and-human-connection ","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/human-first-ai-enabled-snapchats-approach-to-ai-creativity\/id1533975355?i=1000775649840  ","spotify_link":"https:\/\/open.spotify.com\/episode\/2ke0tnDOb8nwMkWluRWiNU?si=fd4a77c5963242bc "}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Human First, AI-Enabled: Snapchat&#039;s Approach to AI, Creativity, and Human Connection | DAC<\/title>\n<meta name=\"description\" content=\"Explore how Snapchat is redefining digital connection, attention, and brand relevance in this episode of the Shift Happens podcast by DAC, featuring Bob Cornwall of Snap Inc.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Human First, AI-Enabled: Snapchat&#039;s Approach to AI, Creativity, and Human Connection | DAC\" \/>\n<meta property=\"og:description\" content=\"Explore how Snapchat is redefining digital connection, attention, and brand relevance in this episode of the Shift Happens podcast by DAC, featuring Bob Cornwall of Snap Inc.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-06T18:24:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"875\" \/>\n\t<meta property=\"og:image:height\" content=\"438\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\" \/>\n<meta name=\"twitter:site\" content=\"@DAC_group\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/\",\"url\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/\",\"name\":\"Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection | DAC\",\"isPartOf\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg\",\"datePublished\":\"2026-07-06T18:22:26+00:00\",\"dateModified\":\"2026-07-06T18:24:01+00:00\",\"description\":\"Explore how Snapchat is redefining digital connection, attention, and brand relevance in this episode of the Shift Happens podcast by DAC, featuring Bob Cornwall of Snap Inc.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#primaryimage\",\"url\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg\",\"contentUrl\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg\",\"width\":875,\"height\":438},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.dacgroup.com\/en-ca\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Human First, AI-Enabled: Snapchat\u2019s Approach to AI, Creativity, and Human Connection\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#website\",\"url\":\"https:\/\/www.dacgroup.com\/en-ca\/\",\"name\":\"DAC group\",\"description\":\"DAC\",\"publisher\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.dacgroup.com\/en-ca\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#organization\",\"name\":\"DAC group\",\"alternateName\":\"DAC\",\"url\":\"https:\/\/www.dacgroup.com\/en-ca\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\",\"contentUrl\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg\",\"caption\":\"DAC group\"},\"image\":{\"@id\":\"https:\/\/www.dacgroup.com\/en-ca\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/DACGroup\",\"https:\/\/x.com\/DAC_group\",\"https:\/\/www.linkedin.com\/company\/dac-group\/\",\"https:\/\/www.instagram.com\/dac_group\/\",\"https:\/\/www.youtube.com\/user\/DACgroup1976\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection | DAC","description":"Explore how Snapchat is redefining digital connection, attention, and brand relevance in this episode of the Shift Happens podcast by DAC, featuring Bob Cornwall of Snap Inc.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection | DAC","og_description":"Explore how Snapchat is redefining digital connection, attention, and brand relevance in this episode of the Shift Happens podcast by DAC, featuring Bob Cornwall of Snap Inc.","og_url":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/","og_site_name":"DAC","article_publisher":"https:\/\/www.facebook.com\/DACGroup","article_modified_time":"2026-07-06T18:24:01+00:00","og_image":[{"width":875,"height":438,"url":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_image":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg","twitter_site":"@DAC_group","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/","url":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/","name":"Human First, AI-Enabled: Snapchat's Approach to AI, Creativity, and Human Connection | DAC","isPartOf":{"@id":"https:\/\/www.dacgroup.com\/en-ca\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg","datePublished":"2026-07-06T18:22:26+00:00","dateModified":"2026-07-06T18:24:01+00:00","description":"Explore how Snapchat is redefining digital connection, attention, and brand relevance in this episode of the Shift Happens podcast by DAC, featuring Bob Cornwall of Snap Inc.","breadcrumb":{"@id":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#primaryimage","url":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg","contentUrl":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/07\/ShiftHappens-Episode16-BlogBanner.jpg","width":875,"height":438},{"@type":"BreadcrumbList","@id":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/snapchat-human-connection-digital-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.dacgroup.com\/en-ca\/"},{"@type":"ListItem","position":2,"name":"Human First, AI-Enabled: Snapchat\u2019s Approach to AI, Creativity, and Human Connection"}]},{"@type":"WebSite","@id":"https:\/\/www.dacgroup.com\/en-ca\/#website","url":"https:\/\/www.dacgroup.com\/en-ca\/","name":"DAC group","description":"DAC","publisher":{"@id":"https:\/\/www.dacgroup.com\/en-ca\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.dacgroup.com\/en-ca\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":"Organization","@id":"https:\/\/www.dacgroup.com\/en-ca\/#organization","name":"DAC group","alternateName":"DAC","url":"https:\/\/www.dacgroup.com\/en-ca\/","logo":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/www.dacgroup.com\/en-ca\/#\/schema\/logo\/image\/","url":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg","contentUrl":"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/09\/DAC-logo.svg","caption":"DAC group"},"image":{"@id":"https:\/\/www.dacgroup.com\/en-ca\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/DACGroup","https:\/\/x.com\/DAC_group","https:\/\/www.linkedin.com\/company\/dac-group\/","https:\/\/www.instagram.com\/dac_group\/","https:\/\/www.youtube.com\/user\/DACgroup1976"]}]}},"_links":{"self":[{"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/podcasts\/163051","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/podcasts"}],"about":[{"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/types\/podcasts"}],"acf:post":[{"embeddable":true,"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/contributing_experts\/150494"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/media\/163097"}],"wp:attachment":[{"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/media?parent=163051"}],"wp:term":[{"taxonomy":"podcasts-service-type","embeddable":true,"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/podcasts-service-type?post=163051"},{"taxonomy":"podcast-category","embeddable":true,"href":"https:\/\/www.dacgroup.com\/en-ca\/wp-json\/wp\/v2\/podcast-category?post=163051"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}