Snapchat is rolling out AI Sponsored Snaps, ads in the app's Chat tab that let users converse with a brand's AI agent. People will be able to ask questions and receive product recommendations, while brands can bring their own agents to the platform. Snap says Snapchat has nearly one billion monthly active users, 85 percent of whom regularly use the Chat feed. Users sent over 950 billion chats during the first quarter of 2026, and over half a billion people have messaged the My AI chatbot since its 2023 launch. The company says existing Sponsored Snaps produce 22 percent more conversions at almost 20 percent lower cost per action.

Placing a sales agent among personal conversations changes the social grammar of an advertisement. A display ad waits for a glance or click, while a conversational ad asks the user to formulate a need, describe a preference, and continue speaking until a recommendation seems usable. The brand occupies the visual position of a contact while retaining the commercial aim of an advertiser. That proximity can make persuasion feel like service when the reply adapts to the question. Snap's figures explain the choice of location. The Chat feed already holds immense volumes of behavior and repeated attention. Brands will judge the exchange through the same concrete measures attached to Sponsored Snaps, counting conversions and the cost of each action generated inside conversation.