Snapchat launches AI-driven ad creation tools to strengthen advertising business capabilities
Snapchat announced the launch of a series of AI-driven advertising tools, covering chatbots in the Ads Manager, intelligent recommendation models for dynamic product ads, creative enhancement features (such as Smart Upscale and image-to-video), open support for third-party AI agents, and a new Snap Creator Network. These updates aim to simplify the ad setup process, improve ad precision and creative quality, and help brands match with creators more efficiently. The company is also facing declining user numbers in the US and Europe, and the new tools may help improve monetization efficiency of the existing audience.
Snapchat is strengthening its advertising business with a series of new AI features, including a guided ad setup process, upgrades to Dynamic Product Ads, and enhanced creative tools. These initiatives aim to help advertisers create and optimize ad campaigns more efficiently.
AI chatbot joins Snapchat Ads Manager
First, Snapchat has introduced an AI-powered chatbot in Snapchat Ads Manager. This bot allows advertisers to describe their marketing goals and receive targeted guidance for campaign setup. Additionally, the AI assistant can provide notes on how to correct errors and improve performance, and recommend additional optimizations to maximize the potential of ad campaigns.
Currently, it has become common for ad platforms to offer AI assistant tools to guide the advertising process, and Snapchat's move is in line with this emerging trend.
Dynamic Product Ads upgrade: More precise recommendation models
Snapchat has also upgraded its Dynamic Product Ads, introducing "a new class of agentic recommendation models that synthesize user behavior, product preferences, full-funnel signals, and real-time intent to show users the most relevant products with greater precision and stronger performance," the company said. This means Dynamic Product Ads will be able to provide Snapchat users with product recommendations that better match their needs, potentially driving improved ad performance.
Creative tool enhancements: Smart upscale and image-to-video
On the creative front, Snapchat has added several tools, including Smart upscale, which enhances existing assets to fit Snapchat's full-screen vertical format; image-to-video generation; and background image enhancement, which allows marketers to update the scene of visual content. These tools aim to lower the barrier to creative production and improve the adaptability and appeal of ad creatives.
Open platform: Support for third-party AI agents
Snapchat is also opening its ad platform to third-party AI agents through its proprietary Model Content Protocol server. This means marketers can choose their preferred AI tools to assist with their Snapchat ad strategies, gaining greater flexibility and a wider range of tool options.
Snap Creator Network: Streamlining creator discovery and activation
Finally, Snapchat announced the launch of the new Snap Creator Network, an AI-driven system designed to streamline creator discovery and campaign activation. According to Snapchat: "Advertisers can describe the creator characteristics they're looking for—including audience, style, category, or campaign goals—and Snap Creator Network will help match creators that fit their audience and campaign needs. The system streamlines recommendation, outreach, and activation, helping brands move from idea to execution faster." This system is expected to provide more relevant brand-influencer partnership recommendations and reduce the manual work of evaluating creator profiles.
Snapchat said the Creator Network will officially launch later this year.
Industry context and business pressure
These updates reflect Snapchat's ad network moving toward a modern digital marketing ecosystem by offering conversational, guided tools to help advertisers build more effective campaigns. Notably, Snapchat is facing business pressure: its platform saw user declines in both the US and Europe in the first quarter of 2026, and these two regions are the company's largest revenue markets. This trend may indicate that the app is approaching market saturation, with audience growth hitting a ceiling. In this context, Snapchat needs to extract more revenue from its existing users. Improved targeting tools could serve as another avenue to maximize ad exposure and boost return on investment for ad partners.