Snapchat Launches AI Sponsored Snaps, Putting Brand AI Agents Directly in Users' Chat Feeds

Snapchat launched “AI Sponsored Snaps” on Tuesday, a new advertising format that places brand-owned AI agents directly in users’ Chat tab. Users can interact with these agents to ask questions, explore products, get personalized recommendations, and make purchases without leaving the conversation, according to TechCrunch.

The format builds on Snap’s existing Sponsored Snaps product, which already drives 22% more conversions with nearly 20% lower cost per action and 2x more conversions per full-screen ad view compared to other ad inventory, according to the Snap Newsroom.

The Distribution Argument

Snap’s pitch to advertisers: direct access to nearly one billion monthly active users, with the ability to bring their own AI agents onto the platform. Brands can drive outcomes across the full funnel, from discovery to purchases, according to the Snap Newsroom.

“Conversation is becoming the most valuable real estate in advertising,” said Ajit Mohan, chief business officer at Snap, according to TechCrunch. “AI is accelerating that shift, turning chat into the place where people discover products, ask questions, and make decisions in real time.”

The company points to existing user behavior as validation: over half a billion Snapchat users have messaged its My AI chatbot since launch in 2023, and users sent over 950 billion chats in Q1 2026 alone. 85% of users engage regularly in the Chat feed, according to the Snap Newsroom.

Alpha Launch With Experian

Experian is the launch partner for the alpha program. “This partnership reflects our commitment to meeting consumers where they are,” said Steve Hartmann, Head of Integrated Marketing at Experian, according to the Snap Newsroom. The use case: Snapchat users interacting with an Experian AI agent about credit and money management directly in their chat interface.

Chat as Advertising Surface

The move positions Snapchat’s chat infrastructure as a distribution channel for third-party AI agents, competing with Meta and TikTok not on traditional display or video ads but on conversational engagement. For agent builders, it represents a new deployment surface: brands that build AI agents for customer interaction now have a channel to put those agents in front of a billion users through paid placement rather than organic discovery.