Snapchat Launches AI Sponsored Snaps

Snapchat is introducing AI Sponsored Snaps, a new ad format that places brand-built AI agents directly in users' Chat tabs for conversational interactions. The format lets brands deploy their own AI agents onto Snapchat. The agents appear in the Chat tab alongside users' existing conversations, where they can engage users with interactive, chat-based experiences. Brands can build and bring their own AI agents rather than using Snap's native My AI assistant.

How AI Sponsored Snaps Work

AI Sponsored Snaps appear in the Chat feed, similar to existing Sponsored Snaps. When a user opens one, it launches a conversation with a brand’s AI agent. Instead of watching a static ad, the user can ask questions, explore products, or request recommendations. The interaction happens in real time, and the conversation stays within the chat interface.

This builds on the earlier Sponsored Snaps format, which allowed brands to send messages into users’ chat inbox. Those ads could be opened and viewed, but interaction was limited. With this update, the ad becomes more like a two-way exchange. A user could ask about pricing, features, or availability, and the AI agent responds based on the brand’s setup. 

According to the company, the format is designed for full-funnel outcomes from discovery through to purchase.

Early Rollout and Partnerships

The format is rolling out as an alpha program. Snap has not disclosed pricing, additional partners, or a timeline for broader availability. Experian is the first alpha partner, using its AI agent for credit and financial education conversations. Users can ask questions about credit scores and personal finance directly within the Chat tab.

Brand Chatbots Enter Social Messaging

Snapchat is the first major social platform to place AI-powered brand chatbots directly in users' messaging inbox. The approach puts sponsored AI interactions alongside conversations with friends, creating a new advertising surface within the platform's most personal space.

The launch comes as conversational AI reshapes advertising formats across the industry. OpenAI has been expanding its CPC ads pilot in ChatGPT, giving advertisers a way to reach users inside AI-generated responses. Snapchat's model is structurally different. Rather than inserting ads into an AI assistant's output, it gives brands their own standalone AI agent that users interact with directly.