Global Director, Creative Strategy , Snap Inc.

In 2015 Will joined Snapchat to build and lead the creative strategy team outside North America. Prior to Snapchat, Will was Head of Brand Strategy at Twitter where created award winning work at the forefront of data led and real-time marketing. 


Since joining Snapchat, Will has helped establish the platform's global presence and his team has helped brands pioneer new and innovative ways to drive business results by building campaigns with augmented reality and vertical video at their heart. 


With over 200m people using AR on Snapchat everyday, Will believes that Augmented Reality is the most exciting drivers of culture to come along since film, and that the camera is a place where people choose to spend time with brands. 

Why did you develop an interest in AI? 

I've always been interested in tech and innovation and the way it can be applied to the world around us for the greater good of humanity.   

Can you recommend a relevant book or film about AI? 

Marcus Du Sautoy, The Creativity Code


Why should we, or should we not, be afraid of AI? 

Any new technological advances can be applied in lots of ways. Thankfully, that often means they can be applied to the greater good of humanity, but sadly, tech can also be used negatively. I think with AI there are a huge number of ways to apply the tech positively, for example in health care. However we have all seen examples of Deep Fake and we all understand that powerful tech needs to be monitored and managed carefully.  

Which field, in your opinion, has the most to benefit from AI – and why? 

I think like AR - where one can see the benefits of application across multiple different industries - the same applies for AI. Wherever there is the need for rapid learning and creative iteration AI will find a place.  

How should the use of AI develop in the future?


Will Scougal is a speaker at the AI+ virtual conference 2021.