Snapchat has announced a new advertising format called AI Sponsored Snaps, allowing users to interact directly with brands through AI-powered chat. These ads will appear in the app’s main Chat tab, where users can now ask questions, get recommendations, and engage in real-time conversations with brands.
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A Shift Toward Interactive Advertising
Previously, Sponsored Snaps were static and non-interactive. With this update, Snapchat is transforming ads into conversational experiences, making them feel more natural within the chat environment.
Mixed Reactions to AI Integration
While the feature opens new possibilities, not all users may welcome AI-driven ads. Some may see this as an expansion of advertising into more personal spaces within the app.
Snapchat’s Bet on AI Engagement
Snapchat believes users are already comfortable with AI. The company notes that over 500 million users have interacted with its AI chatbot since its launch in 2023, signaling strong adoption of conversational AI.
Conversation as Advertising Space
According to Snap’s Chief Business Officer, Ajit Mohan, conversation is becoming the most valuable space for advertising. AI is accelerating this shift by turning chats into places where users discover products, ask questions, and make decisions instantly.
Benefits for Brands
AI Sponsored Snaps give brands access to Snapchat’s nearly one billion monthly active users. Companies can deploy their own AI agents to create personalized interactions that drive engagement and purchases.
Strong Performance Metrics
Snapchat reports that traditional Sponsored Snaps already deliver strong results, including 22% higher conversions and nearly 20% lower cost per action. The new AI-driven format is expected to further improve these outcomes.
High User Engagement in Chat
The company highlights that 85% of users actively engage in the Chat feed. In the first quarter of 2026 alone, users sent over 950 billion messages, showing how central chat is to the platform.
Teen Usage Remains Strong
Snapchat continues to see high engagement among younger users. About 57% of teen users message others daily, with 40% doing so multiple times a day, making the Chat tab a key area for advertisers.
