Snapchat launched a new advertising option that introduces sponsored artificial intelligence chatbots into users’ inboxes, allowing them to interact with promotional bots directly. This feature extends the existing Sponsored Snaps initiative, displaying branded chatbots among users’ other Snaps.
Users can engage with the chatbots by using suggested prompts and asking follow-up questions about brands and products. The introduction of this feature raises concerns about the potential intrusiveness of ads within Snap DMs, where users generally prefer to avoid promotional disruptions.
Snap believes integrating chatbots into daily conversations will foster more immediate and useful interactions. According to Snap, “On Snapchat, Chat is where millions of people connect… and increasingly, where they engage with AI.” In Q1 2026, Snapchat users sent over 950 billion chats, with more than half a billion interacting with My AI since its launch.
Snap has reported that Sponsored Snaps, launched in September 2024, have demonstrated effectiveness, yielding 22% more conversions compared to traditional ad formats. However, the integration of sponsored AI chat presents risks, such as overwhelming users if multiple brands target the same audience, potentially obstructing their personal communications.
Critics argue that the new advertising strategy could negatively impact the perceived privacy of personal conversations on the platform. User backlash against sponsored content in messaging apps is well-documented, exemplified by Meta’s repeated failures to integrate similar features into WhatsApp and Messenger due to user discontent.
Meta had previously abandoned a plan for branded chatbots in its messaging services in 2016 following negative reception. Despite these challenges, Snap may pursue this new strategy to counter stagnated user growth in key markets and recent staff cuts aimed at stabilizing operations.
Snapchat has partnered with Experian to pilot the AI chatbot advertisements before rolling them out to all brands. This move may signal an effort to create new advertising opportunities, albeit at the potential cost of user trust and comfort in personal messaging. The long-term impact of these sponsored interactions on user engagement remains to be seen.
