Snapchat released a new format called AI Sponsored Snaps, where instead of placing a static ad in Snapchat's Chat tab and hoping it catches attention, brands can now deploy AI agents that users can talk to. Users can ask the agent a question and receive a personalized response or explore product recommendations.
Sponsored Snaps already drive 22% more conversions at roughly 20% lower cost per action than comparable formats, and 85% of Snapchat users engage regularly in the Chat feed, the environment where these new AI agents will appear.
Since its launch in 2023, the My AI chatbot has attracted genuine community appetite for AI-mediated conversation rather than a resistance to it. If users are already comfortable talking to an AI inside Snapchat, then a branded version of that experience represents an extension of existing behaviour rather than a disruption.
If AI-powered conversational advertising outperforms passive formats at scale, pressure on other platforms to follow will be significant. The traditional ad break may not be the dominant model for much longer, and the conversation that replaces it will be smarter, more responsive and considerably harder to scroll past.
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