Snap Inc. has announced the launch of “AI Sponsored Snaps,” a new advertising format that integrates conversational AI directly into the ads appearing in the app’s Chat tab. The update transforms previously static ad placements into interactive agents, allowing users to ask questions, get product recommendations, and engage with brands in real-time conversations.
Quick Facts
- New format called “AI Sponsored Snaps”
- Enables direct user-to-brand AI chats
- Leverages existing Sponsored Snaps ad space
- Aims to drive higher user engagement
From Passive Ads to Active Conversations
The new format fundamentally changes how users interact with ads on the platform. Previously, Sponsored Snaps in the Chat tab were not interactive. Now, brands can deploy their own AI agents, turning these ad slots into a direct line for customer engagement and personalized marketing.
“Conversation is becoming the most valuable real estate in advertising,” said Ajit Mohan, Chief Business Officer at Snap. “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.”
Snapchat reports that its initial Sponsored Snaps format already delivers 22% more conversions with a nearly 20% lower cost per action. The company expects these new AI-powered interactions to build on that momentum.
Leveraging a Chat-First Audience
The move is backed by strong user engagement data. Snap noted that its community is already comfortable with AI, with over half a billion users having sent messages to its “My AI” chatbot since it launched in 2023.
The platform’s chat feature is a core part of the user experience. According to the company, 85% of users engage with the Chat feed regularly, sending over 950 billion chats in the first quarter of 2026 alone. This high level of activity, especially among teen users, provides a massive, pre-engaged audience for conversational ads.
What This Means for MENA Brands
For brands in the MENA region, where Snapchat boasts one of its most active and youthful user bases, this update presents a significant opportunity. Countries like Saudi Arabia and the UAE have some of the highest Snapchat penetration rates globally. Marketers can now move beyond simple brand awareness campaigns and use AI Sponsored Snaps to create highly personalized shopping experiences.
Regional e-commerce platforms, DTC brands, and service providers can use these AI agents to answer customer queries in Arabic, recommend products based on local tastes, and guide users toward a purchase without them ever leaving the chat interface. This creates a powerful new tool for driving conversions in a mobile-first market that is already embracing AI technologies.
About Snap Inc.
Snap Inc. is a technology company best known for its social media app, Snapchat. The company focuses on camera and augmented reality technology, allowing users to share moments through photos and short videos enhanced with filters and lenses. Its products also include Spectacles, Bitmoji, and various advertising solutions for businesses.
Source: TechCrunch
