Snapchat introduces sponsored AI agents to bring conversational advertising into chat

Snapchat has begun rolling out a new advertising format that places artificial intelligence agents directly inside user conversations, marking another step in the platform’s push to monetise chat-based interactions. The feature, called AI Sponsored Snaps, allows brands to communicate with users through automated chat agents that can answer questions and recommend products or services.

The new tool appears within Snapchat’s Chat tab, where sponsored brand accounts are marked with a light grey “Ad” label next to the company name. Once users open the conversation, they can interact with the AI agent in much the same way they would with any other chatbot, asking questions and receiving responses designed to guide them towards specific brand offerings.

Snapchat positions chat as the next advertising frontier

The launch of AI Sponsored Snaps reflects a broader industry trend towards conversational advertising, where brands engage users through dialogue rather than static banners or videos. Snapchat has framed the initiative as a natural evolution of how people already communicate on its platform, emphasising the growing role of messaging as a commercial channel.

In an example shared by the company, its first partner for the initiative, Experian, uses an AI agent that provides advice on saving money and improving credit scores. The chatbot also directs users towards financial products such as loans and credit cards, illustrating how sponsored AI conversations can move beyond general information and into direct product promotion.

Snap executives believe conversational formats will increasingly dominate digital advertising. Ajit Mohan, Snap’s Chief Business Officer, said in a press release: “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 real-time decisions. The real opportunity isn’t just putting ads into those environments, it’s designing formats that feel native to how people already talk.”

The company argues that embedding advertisements within natural conversation allows brands to engage users more directly and personalise responses in ways that traditional advertising cannot. By responding to individual questions, AI agents may provide tailored suggestions that align with user interests and behaviour.

Questions remain over consumer value and transparency

While Snapchat has presented the feature as an innovative advertising solution, questions remain about how beneficial such sponsored AI agents will be for consumers. Unlike general-purpose AI chatbots that offer neutral guidance, brand-sponsored agents are likely to prioritise outcomes that benefit the advertiser, potentially shaping user decisions towards paid offerings.

For example, an AI agent linked to a financial services company may recommend specific credit products or financial services that generate revenue for the sponsor. This commercial alignment raises concerns about whether users will always recognise the promotional intent behind the responses, even when the “Ad” label is present.

Some observers note that users already have access to independent AI assistants capable of answering general questions about budgeting, credit scores, or other financial matters. In comparison, a brand-specific AI agent may deliver narrower responses designed to highlight the sponsor’s products rather than offering balanced advice.

There are also broader concerns about transparency and trust. As conversational interfaces become more sophisticated, distinguishing between genuine assistance and advertising may become more challenging for users, particularly younger audiences accustomed to casual interaction with chat-based tools.

Snapchat builds on earlier AI chatbot experience

The introduction of sponsored AI agents builds on Snapchat’s earlier investment in conversational technology through its My AI chatbot feature. According to the company, more than half a billion users have exchanged messages with My AI since its launch three years ago, demonstrating widespread adoption despite early criticism.

My AI initially faced scrutiny following reports that it provided questionable guidance during testing. Researchers and journalists posing as young teenagers found that the chatbot suggested ways to mask the smell of alcohol or cannabis and offered advice on creating a romantic mood for sexual activity. These incidents raised concerns about safety controls and content moderation in AI-driven chat systems.

Despite these challenges, Snapchat has continued to expand its AI capabilities, viewing conversational technology as central to its long-term strategy. The move to introduce sponsored AI agents suggests the company sees monetisation opportunities not only in traditional advertising formats but also in the growing popularity of automated chat.

As messaging platforms evolve into multifunctional digital spaces, the blending of conversation and commerce appears set to accelerate. Snapchat’s latest initiative highlights how AI tools are reshaping advertising, turning everyday interactions into real-time opportunities for brands to influence purchasing decisions.