Snapchat Launches Sponsored AI Chatbots in User Conversations

Snapchat has introduced a new advertising format that brings sponsored artificial intelligence chatbots directly into users’ chat inboxes.

The new feature is an extension of Sponsored Snaps. It allows brands to create custom AI chatbots that appear among users’ regular Snaps. Once engaged, users can interact with these bots using suggested prompts and ask follow-up questions to learn more about products or services.

According to Snapchat, the goal is to make brand interactions feel “more immediate, personal, and useful” by placing them within the flow of everyday conversations. The company highlighted strong usage of its chat features, noting that Snapchatters sent over 950 billion chats in Q1 2026 and that more than half a billion users have messaged its My AI feature since launch.

Snap claims that Sponsored Snaps, introduced in September 2024, have already delivered strong results, driving 22% more conversions than other ad formats. The company sees combining this with conversational AI as a logical next step.

However, the move carries risks. Placing promotional AI chatbots inside users’ private messaging areas could feel intrusive. There are concerns that widespread adoption by multiple brands could overwhelm inboxes and disrupt personal conversations. Past attempts by other platforms, such as Meta’s efforts to introduce ads and branded chatbots into WhatsApp and Messenger, have faced significant user backlash.

The new format is currently being piloted in partnership with Experian. Snapchat plans to open the sponsored AI chatbot ads to all advertisers after the initial test phase.