Snapchat Launches Sponsored AI Chatbots, Opening New Scenarios for Brand Interaction in Direct Messages

Snapchat recently introduced a new advertising format that embeds sponsored AI chatbots directly into users' private message inboxes, allowing users to have real-time conversations with brand bots within their chat streams. This feature is an extension of Snapchat's existing Sponsored Snaps, where brand-customized AI bots will appear in the ad recipients' snap lists.

Snapchat users can interact with the chatbot through suggested prompts provided by the system and ask follow-up questions to obtain more brand and product information. Snap stated that integrating chatbots into everyday conversation flows makes interactions "more immediate, more personalized, and more useful."

However, this move carries certain risks. Since ads will appear directly in users' direct messages (DMs), they may be perceived as intrusive and trigger user backlash. Snap responded by saying that bringing AI chatbots into everyday conversation scenarios enhances the immediacy and usefulness of ads.

According to Snap's official explanation: "On Snapchat, chat is the channel through which millions of users communicate with important contacts, and it is increasingly used for AI interactions. In the first quarter of 2026 alone, Snapchatters sent over 950 billion chat messages, and since the launch of My AI, more than 500 million users have sent messages to it."

Snap also noted that since the launch of Sponsored Snaps in September 2024, this ad format has proven effective, with conversion rates 22% higher than other advertising options. Therefore, introducing sponsored AI chats into snaps is logically reasonable, but risks remain.

For example, if multiple brands simultaneously target the same audience with such ads, users' inboxes could be flooded with AI chats, diluting the privacy of personal conversations. Combined with the use of Sponsored Snaps, Snapchat seems to be taking a risk by allowing brands to penetrate its core connection interface, which could undermine the sense of privacy within that interface.

However, Snap has performance data for Sponsored Snaps and is well aware that AI is the current trend. This move may ultimately yield positive results. Another possibility is that Snapchat simply needs more advertising opportunities and is willing to endure potential backlash.

Snapchat's user growth has stalled in key markets, and it recently announced large-scale layoffs, stating that this was necessary to keep the business running. Perhaps Snap is seeking every possible advertising opportunity, even if it means intruding on users' private messages.

There is ample evidence that users dislike seeing sponsored content in their message inboxes. Take Meta as an example: it has repeatedly attempted to integrate ads and promotional content into WhatsApp and Messenger, but each time it faced strong user opposition. Meta even tried introducing brand chatbots into private messages, very similar to Snap's new feature, but ultimately shelved the concept quickly because users did not want their personal messages to be overly commercialized.

However, that was in 2016, and the chatbot interaction landscape has changed dramatically since then. Perhaps now is the right time to launch a new ad format driven by conversational AI bots.

Snapchat is currently piloting this new advertising option in partnership with Experian, and will later open its sponsored AI chatbot ads to all brands.