Snapchat said on Tuesday that it is introducing “AI Sponsored Snaps,” a new ad format that lets users engage directly with brands’ AI agents.

Sponsored Snaps appear in the app’s main Chat tab, and while users previously could not interact with them, the updated version allows people to ask questions, receive recommendations, and have real-time conversations with brands.

However, the move may not appeal to everyone. The addition of AI-powered ads brings artificial intelligence further into the Snapchat experience, at a time when some users are already wary of increasingly sophisticated advertising.

In a blog post, Snapchat said its community is already comfortable engaging with AI, noting that more than 500 million users have interacted with its AI chatbot since its debut in 2023.

The company argued that this shows users are not only open to AI-powered conversations but are actively embracing them.

“Conversation is becoming the most valuable real estate in advertising,” said Ajit Mohan, chief business officer at Snap, in the blog post. “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.”

For brands, the new AI Sponsored Snaps open access to Snapchat’s nearly one billion monthly active users, allowing companies to deploy their own AI agents on the platform to boost engagement and drive sales.

Snapchat said the format expands on the success of Sponsored Snaps, which already generate 22 per cent higher conversions at nearly 20 per cent lower cost per action.

With the AI upgrade, brands can deliver personalized, AI-driven interactions directly within users’ chat conversations.