Snapchat Introduces AI Sponsored Snaps: Conversational Ads via Chatbots

Snapchat Launches AI Sponsored Snaps for Branded Chatbots

Snapchat has introduced AI Sponsored Snaps, a new advertising format that integrates AI agents into its Chat tab. The feature enables brands to interact with users through conversational AI, marking a shift toward "conversational advertising."

How AI Sponsored Snaps Work

AI Sponsored Snaps appear in the Chat tab with a light gray "Ad" label next to the brand name. Once a user opens the chat, they can ask the AI agent questions about the brand it represents. Snapchat’s first partner for the initiative is Experian, whose AI agent offers guidance on saving money, improving credit scores, and exploring loans and credit cards.

The AI agent is designed to guide users toward behaviors that benefit the sponsor, such as credit card offers. This raises questions about whether it provides more value to consumers than general-purpose chatbots like Gemini or Claude.

Snapchat’s Vision for AI in Advertising

"Conversation is becoming the most valuable real estate in advertising. AI is accelerating that shift, turning chat into the place where people discover products, ask questions, and make decisions in real time. The real opportunity isn't just putting ads into those environments, it's designing formats that feel native to how people already talk."

Snapchat’s AI Adoption and Past Challenges

Snapchat’s My AI feature, launched three years ago, has been used by over 500 million people to send messages. However, its early iterations faced criticism after the AI bot provided questionable advice to researchers posing as young teenagers, including tips on masking the smell of alcohol or cannabis and setting a romantic mood.

What This Means for Users and Advertisers

The introduction of AI Sponsored Snaps reflects Snapchat’s push to make chat-based interactions a central hub for product discovery and advertising. While the feature aims to create seamless, native ad experiences, its effectiveness compared to traditional or general-purpose chatbots remains a topic of debate.