Imagine seeing an ad with your face on it – except, you never agreed to it. That’s the reality some Snapchat users are now facing, as their AI-generated likeness appears in sponsored content without their direct approval. The app’s latest feature, “My Selfie,” can transform your selfies into ads, showing you engaging with products or brands, all powered by artificial intelligence. While the idea of personalised ads might sound intriguing, many are unsettled by the fact that this feature is enabled by default, leaving users unaware that their face could be used in this way.
The app now reserves the right to use AI-generated images of users’ faces in advertisements, a move that raises concerns about digital consent and user control.
The AI-Driven Ads
The “My Selfie” tool allows users to upload selfies or photos from their camera roll, which are then used to create personalised, AI-driven images. These images can be featured in ads, such as showing users interacting with products, without direct approval for each use. While this feature has been introduced as a form of personalised content, it’s triggered debates about ethical boundaries in the advertising world.
Consent and Opt-Out Issues
Snapchat’s terms of service allow this usage by default, meaning users must manually opt out if they don’t want their likeness used in advertisements. This default setting has been criticised for not providing clear, upfront consent. While Snapchat states that the feature can be toggled off, many users may be unaware of the option due to its placement in the app’s settings.
Data Protection and AI Concerns
Although Snapchat assures that advertisers do not have access to private data or the AI-generated images, privacy experts are worried about the broader implications. Issues like deepfakes, unauthorised data usage, and AI bias are part of the concerns being raised.
Users are also concerned about how their facial data could be used or shared, especially under regulations like GDPR in Europe, which could lead to potential legal challenges.
Balancing Innovation with Ethics
While Snapchat promotes this feature as an innovative way to enhance user engagement, critics are calling for more transparency and stricter controls. The ability to use AI-powered images may be a sign of the future of digital advertising, but it also presents challenges in ensuring that users’ privacy is fully protected.
