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Evan Spiegel outlines Snap bets on ads, AI and SPECS

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Evan Spiegel argues Snap’s biggest differentiator is how people use the platform, pairing relationship-driven product features with a faster-growing ads business and its SPECS AI-glasses bet. He proposes “generative advertising” that uses multimodal AI to generate recommendations and link them to relevant businesses, citing research on longer creator-ad engagement. Advertising growth, tied to content and commerce, is framed as the key driver of profitability alongside community safety.

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