Snapchat is in the process of setting up a secret research team to monitor the images and videos that users send to each other, according to reports published in the US.
The selfie-sharing service has been introducing a lot of changes recently, from itsSnapchat Discover news service to selfie-ranked friendships and even new guidelines on what's acceptable.
But this new revelation is big U-turn for a social network that won users over by promising online safety through self-deleting snaps.
According to US website VentureBeat, the company is particularly interested in a branch of artificial intelligence called deep learning.
“They’ll be doing deep learning analysis for images and eventually video (the latter, initially, probably just frame by frame rather than taking into account the full temporal nature of the visual data, and the audio stream),” an anonymous source told VentureBeat.
Other tech giants like Facebook and Google already use deep learning to understand more about their users. It means they are able to deliver more targeted advertising and, in turn, make money from other companies.
Back in February the company hired a new head of research called Jia Li and VentureBeat's source also said the company is on the lookout for new research and development talent.
It currently has job adverts posted for a research engineer and a research scientist.
"We have tons of interesting technical challenges, including designing cutting edge techniques to innovate our products, deploying algorithms to handle our scale, and improving the user experience of an application that sees millions of users and billions of requests per day," reads the job advert.
Mirror Online has contacted Snapchat for a comment on the matter and we will update this story when we hear back
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