Snap Inc. announced a new advertising format called AI Sponsored Snaps that will let users chat directly with brands inside Snapchat.
The feature expands Sponsored Snaps, which are ads shown in the app’s main Chat tab, by adding AI-powered conversations.
Until now, users could only view these ads. With the update, they can now ask questions, get product suggestions, and receive recommendations directly from a brand’s AI agent without leaving the chat feed.
The move adds artificial intelligence to another major part of the Snapchat experience, something that may divide users. While some may welcome faster product discovery, others may not be excited about more advanced AI-driven advertising inside personal chats.
Snapchat says its audience is already comfortable with AI interactions. According to the company, more than 500 million users have messaged Snapchat’s AI chatbot since it launched in 2023.
Ajit Mohan, chief business officer at Snap, said conversation is becoming one of the most valuable spaces in digital advertising. He noted that AI is helping transform chat into a place where users discover products, ask questions, and make buying decisions instantly.
For advertisers, the new format offers access to Snapchat’s nearly one billion monthly active users. Brands can also bring their own AI assistants to the platform to improve engagement and boost sales.
Snap says Sponsored Snaps already deliver 22% more conversions while reducing cost per action by nearly 20%. With the addition of AI, the company hopes brands can create more personalized interactions where users already spend time chatting.
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The platform also shared strong engagement numbers, saying 85% of users regularly use the Chat feed. Users sent more than 950 billion chats during the first quarter of 2026, while 57% of teen users message others daily, including four in 10 who chat several times a day.
