Snapchat just announced “AI Sponsored Snaps,” a new feature that lets you talk directly to brand-owned AI agents. These agents live right in your main Chat tab, marked with a subtle “Ad” tag, and they’re ready to hold a full conversation. The feature aims to change how you see ads in your feed.
The idea is simple: instead of just watching a video or clicking a link, you can now ask questions. If you see an ad from a travel brand, you might ask for hotel suggestions. If it’s a financial service like Experian—Snap’s first partner for this launch—the bot can explain credit scores or help you find a loan. According to Snap’s Chief Business Officer, Ajit Mohan, the goal is to make advertising feel as native as the way you already talk to your friends.
Chat with brands using AI Sponsored Snaps without leaving Snapchat
It’s no secret that the Chat tab is the most valuable part of the app. Snap reports that 85% of its users engage with this section regularly. As of today, more than half a billion people have already used the “My AI” bot. So, the company feels its community is ready to embrace AI in even more places. For brands, this is a huge opportunity to reach nearly a billion monthly users through personalized interactions.
Early data shows that these conversational formats actually work. Compared to standard ads, Sponsored Snaps drive about 22% more conversions. It seems that when an ad is actually useful and answers a specific question, people are much more likely to engage with it.
The practical side of AI ads
The AI-Sponsored Snaps seem like an interesting experiment in advertising format. We all hate the intrusive and disruptive ads found in some services. Most of the time, the only interaction we can have with them is tapping them to go to a website or app store section. However, the agentic AI technology in a messaging app allows users to access immediate information without ever leaving the chat interface. While some might find it strange to see “corporate” bots alongside their friends’ messages, the utility factor is what Snap is banking on.
Currently, the rollout of this feature is its testing phase. However, we’ll likely see more brands bringing their own AI agents to the platform in the near future. If successful, we may see more services adopting a similar advertising format.
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