Snapchat’s New AI Sponsored Snaps Turn Chat Into Ad Space for Brands

Snapchat has started rolling out a new ad format called AI Sponsored Snaps, which puts branded AI agents right into Chat. The rollout comes as the platform continues to focus on conversational AI. This comes after recent successful launch of My AI. Snap says that in the first quarter of 2026, users sent over 950 billion chats, and since My AI launched, over 500 million people have used it.

The update is all about ads that act like conversations. AI Sponsored Snaps let brands show up in Chat as interactive AI agents that users can talk to in real time, instead of just being static ads. The company says this method makes interacting with the brand feel more natural because Chat is where users spend most of their time.

The new format is meant to increase engagement even more than Sponsored Snaps, which Snapchat says get 22% more conversions and cost 20% less per action. It is also said to get twice as many conversions per full-screen ad view as other placements.

Snapchat adds sponsored AI agents to power brand conversations

Snap says the feature allows companies to plug in their own AI agents and interact with users across the full funnel, from discovery to purchase. Rather than getting redirected to external sites, users can ask questions, explore products, and get recommendations inside Chat itself.

Speaking about the latest rollout, Ajit Mohan, Chief Business Officer at Snap Inc., says, “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. That’s what AI Sponsored Snaps are about – pairing the scale of nearly a billion monthly users with AI-powered conversations that drive real engagement and action.”

Notably, Snapchat has confirmed an upcoming alpha rollout in partnership with Experian, a data and technology firm. Moreover, the company says this is just the start, as more brands are expected to explore AI-driven conversational ads on the platform. Speaking of other features, let’s not forget the company recently launched AI Clips. It has also laid off 1,000 employees as it leans into AI-driven efficiency.