Snapchat has introduced a new ad format called “AI Sponsored Snaps,” enabling users to directly interact with brands through AI agents. These ads appear in the app’s main Chat tab, where users can now ask questions, receive suggestions, and engage in real-time conversations.
From Static Ads to Conversations
Previously, Sponsored Snaps were non-interactive. With this update, Snapchat is transforming ads into interactive experiences, allowing users to communicate with brands instead of just viewing promotions.
Not Everyone Is Convinced
The addition of AI-driven ads may not appeal to all users. Some may feel overwhelmed by the growing presence of AI and increasingly sophisticated advertising within the app.
Snapchat Points to Strong AI Adoption
Snapchat argues that its audience is already comfortable with AI features. The company notes that more than 500 million users have interacted with its AI chatbot since its launch in 2023, indicating widespread acceptance.
Chat Becomes Prime Advertising Space
According to Snap’s chief business officer, Ajit Mohan, conversations are emerging as a key space for advertising. AI is helping turn chat into a place where users can explore products, ask questions, and make decisions instantly, making ads feel more natural within conversations.
New Opportunities for Brands
The feature gives brands access to Snapchat’s nearly one billion monthly users. Companies can deploy their own AI agents on the platform to engage users, answer queries, and encourage purchases through personalized interactions.
Proven Performance Metrics
Snapchat says its existing Sponsored Snaps already deliver strong results, with 22% higher conversions and nearly 20% lower cost per action. The addition of AI is expected to further improve engagement and effectiveness.
High Engagement in Chat
The move is supported by heavy usage of Snapchat’s Chat feature. Around 85% of users actively use the Chat tab, with over 950 billion messages sent in the first quarter of 2026 alone.
Strong Usage Among Teens
Snapchat remains especially popular with younger audiences. About 57% of teen users message others daily, and roughly 40% do so multiple times a day, reinforcing chat as a central part of the platform experience.