Snapchat has introduced a new advertising format that places branded AI chatbots directly inside users’ chat inboxes. The new feature, an extension of the existing Sponsored Snaps program, allows companies to deploy conversational bots that appear among personal messages, enabling users to interact with them through suggested prompts and follow-up questions.
Snapchat is partnering with Experian for the pilot launch before rolling out the format to all advertisers. The company points to strong early signals: Sponsored Snaps have driven 22% more conversions than other ad options since launching in September 2024. With over 950 billion chats sent in Q1 2026 alone and more than half a billion users having messaged My AI since launch, Snapchat believes its chat environment is primed for commercial AI interaction.
A Risky Intrusion Into Personal Space
The format is not without controversy. Flooding user inboxes with branded bots risks disrupting the personal, intimate feel that makes Snapchat’s messaging feature distinctive. Meta attempted something similar with branded chatbots in Messenger and WhatsApp DMs but repeatedly faced user backlash and ultimately shelved the idea.
Business Pressures May Be Driving the Move
Snapchat’s push into this territory may be as much about survival as innovation. The platform has seen user growth stall in key markets and recently announced significant staff cuts to stabilize its business. With traditional ad inventory under pressure, sponsored AI chat offers a fresh monetization avenue — even if it carries reputational risk.
Whether users embrace or resist AI-powered brand conversations in their inboxes remains to be seen.