Snapchat rolls out AI-driven conversational ads within its platform

Snapchat has introduced a new advertising format called “AI Sponsored Snaps,” allowing users to interact directly with artificial intelligence agents created by brands. These ads appear in the app’s main Chat tab, a space where Sponsored Snaps were already displayed but previously did not support user interaction.

With this new feature, users can engage with ads conversationally, asking questions, receiving recommendations, and interacting with brand-driven AI experiences directly within the chat interface.

The introduction of AI-powered ads adds another layer of AI to the Snapchat ecosystem, which may not appeal to all users, particularly those who are hesitant about increased AI integration or more advanced forms of advertising.

However, Snapchat emphasised that its user base has already shown strong engagement with AI-driven features. The company noted that more than 500 million users have interacted with its chatbot since it launched in 2023, suggesting that conversational AI is becoming a familiar part of the platform experience.

Ajit Mohan, chief business officer at Snap, highlighted the shift toward conversational interfaces in advertising. He explained that chat environments are increasingly becoming central to how users discover products, ask questions, and make purchasing decisions, with AI accelerating this transformation.

For advertisers, AI Sponsored Snaps provide access to Snapchat’s audience of nearly one billion monthly active users. Brands can integrate their own AI agents into the platform, enabling more personalised engagement and potentially driving conversions through real-time interactions.

The company stated that the new format builds on the performance of its existing Sponsored Snaps, which have already shown improved results, including higher conversion rates and lower cost per action. By adding AI-driven interactivity, Snapchat aims to increase engagement by meeting users in the same conversational spaces where they are already active.

According to Snapchat, user activity within the Chat feed remains high, with 85% of users engaging regularly. In the first quarter of 2026 alone, users sent more than 950 billion messages. Among younger audiences, engagement is particularly strong: 57% of teenage users message others daily, with a significant portion doing so multiple times per day.