Understanding the Acceptance of Snapchat's MyAI Among College Students
Iowa State University | Feb - May 2024
Project Overview
The Project:
As part of my graduate course at Iowa State University, I collaborated with a teammate to gain a deeper understanding of potential facilitators and barriers to the adoption of Snapchat MyAI feature by college student Snapchat users.
Our holistic goal was to gain insight into user attitudes and perceptions towards GenAI chatbot features in social media.
Summary:
- 🎭Role:
Interviewer, Note-taker, Create instruments (diary study tasks, diary study log template, interview guide), Analyze data, Present results - 🗓️Timeline: Feb – May 2024
- 🔎Tools Used:
Qualtrics, Excel, MS Teams, Dedoose - 📏Methods:
Diary Study, Interview, Thematic Analysis - 🧑🎓Target Audience:
GenZ University students, Snapchat users
✨Snapchat MyAI
With Snapchat’s MyAI, Snapchat users can:
- Chat with the AI Bot using text, pictures, and stickers
- Give a name, avatar, and a bio to the AI Bot
- Change chat background images, colors, etc.
🚩The Problem
The social media industry is quickly embracing the GenAI trend, giving GenAI access to billions of people worldwide. The early adoption of GenAI features by social media platforms like Snapchat and Meta is generating both praise and criticism from users and the media.
While the potential benefits are promising, there are several risks, including trust, privacy, and misuse. Therefore, further research is needed to ensure that the integration of GenAI in social media is both safe and beneficial for everyone involved.
🎯The Goal
Our objective of the project was to understand user attitudes and perceptions towards MyAI for GenZ college student Snapchat users in the US. Our primary research questions were:
How do college students perceive the facilitators and barriers to the adoption of the Snapchat MyAI feature?
What role does trust play in their perception and acceptance of Snapchat MyAI?
🛣️Methodology
Diary Study
We employed a 4-day diary study where the participants were asked to record their use of MyAI once a day. Each day, they were provided a unique task as listed below:
- Day 1: Utility-based
Recommendations for travel - Day 2: Entertainment
Play a game - Day 3: Utility-based
Recommendations for shopping - Day 4: Social
Interact using pictures and stickers
Interview
We conducted a follow-up interview with the participants to further explore their expectations, interactions, and sustained use of Snapchat MyAI.
👩🏻Participants
(used pseudonyms)
👨🎓Michael Anderson
- Male
- Undergraduate student
- Daily Snapchat user
- Has used Snapchat MyAI before the study
👩🎓Priya Sharma
- Female
- Undergraduate student
- Daily Snapchat user
- Has used Snapchat MyAI before the study
👩🎓Ayesha Khan
- Female
- Undergraduate student
- Daily Snapchat user
- Has not used Snapchat MyAI before the study
👩🎓Mei Lin
- Female
- Graduate student
- Weekly Snapchat user
- Has used Snapchat MyAI before the stud
👩🎓Emily Walker
- Female
- Graduate student
- Daily Snapchat user
- Has used Snapchat MyAI before the study
👨🎓Raj Patel
- Male
- Graduate student
- Daily Snapchat user
- Has used Snapchat MyAI before the study
📊Findings
Diary Study
22 out of 24 diary study entries were collected from the 6 participants. We performed descriptive statistical analysis for the quantitative data and inductive qualitative data analysis for the open-ended questions. Some of the notable findings from the diary study are:
- The participants found MyAI most useful for getting travel recommendations.
(Mean Usefulness Score: 4/5) - All the participants found using MyAI easy.
(Mean Difficulty Score: 1.5/5)
Thematic Analysis: Interview
What participants saw and heard from friends and media about MyAI sparked curiosity towards MyAI.
Participants’ expectations shape their interactions with MyAI and thus influence the perceived usefulness of MyAI.
Preconceived Notions and Expectations
The participants had preconceived notions and expectations about MyAI that stemmed from:
- Comparison with tools like ChatGPT, Google
- Visual and interaction design elements of MyAI
- Prior experience with Snapchat
Expectation versus Experience for MyAI
Each participant interacted differently with the Chatbot based on their preconceived notions and expectations of MyAI. Then, they measured the responses by the chatbot against their expectations. Sometimes the chatbot was able to meet their expectations and in some cases, MyAI failed.
Perceived Usefulness and Intention to Use
Participants formed their perceptions about the usefulness of the chatbot based on how well MyAI met their expectations. These perceptions influenced their intentions to use or not use MyAI. Also, users found MyAI helpful for certain tasks (travel recommendations) but not useful for other tasks (shopping).
The amount of effort required to use MyAI effectively is closely tied to how users adapt their prompts to their goals.
The trustworthiness of MyAI is influenced by issues related to privacy and its reliability.
Trust: Privacy Concerns
Trust: Reliability
Recommendations
Policy
- Prioritize user privacy by upholding ethical standards.
Design and Development
Improve:
- Accuracy and relevance of conversations
- Interactivity of conversations
- Ad Experience