Snapchat announced on Tuesday, April 28, 2026, that it is rolling out “AI Sponsored Snaps,” a new ad format that lets users interact directly with brands’ AI agents inside the app’s main Chat tab.
Previously, Sponsored Snaps — ads placed directly in the Chat tab — were static and non-interactive. With the new format, users can ask questions, receive product recommendations, and engage in real-time conversations with a brand’s AI agent without leaving the chat environment.
Ajit Mohan, Chief Business Officer at Snap, described the shift in a company blog post: “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 decisions in real time. The real opportunity isn’t just putting ads into those environments, it’s designing formats that feel native to how people already talk.”
For advertisers, the format provides access to Snapchat’s nearly one billion monthly active users. Brands can bring their own AI agents onto the platform to drive engagement and purchases. Snapchat says existing Sponsored Snaps already deliver 22% more conversions at nearly 20% lower cost per action compared to other formats.
Snapchat pointed to user behavior data to support the launch: 85% of users engage regularly in the Chat feed, and users sent over 950 billion chats in Q1 2026 alone. The company also noted that 57% of teen Snapchat users message others daily, with 4 in 10 doing so several times a day. It added that over half a billion users have messaged its AI chatbot since it launched in 2023.
Not all users may welcome the change, as it introduces AI into another part of the Snapchat experience alongside more advanced advertising capabilities. Snapchat acknowledged this in its blog post but cited its existing AI chatbot engagement figures as evidence that its user base is already receptive to AI-driven conversations.
Source: TechCrunch