Snapchat announced on Tuesday that it’s rolling out “AI Sponsored Snaps,” which will allow users to interact directly with brands’ AI agents. Sponsored Snaps are the ads placed directly into the app’s main Chat tab. Until now, users couldn’t interact with these ads, but with the launch of AI Sponsored Ads, they’ll be able to do things like ask questions and get recommendations.

Of course, not everyone will be on board with AI-sponsored ads, as they introduce AI into yet another part of the Snapchat experience. Plus, not everyone is eager for more advanced advertising.

However, Snapchat said in a blog post that its “community isn’t just open to AI in conversation, they’re already embracing it,” given that over half a billion users have messaged its AI chatbot since it launched in 2023.

“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 give them access to Snapchat’s nearly one billion monthly active users. They can bring their own AI agents onto the platform to drive engagement and purchases.

Snapchat says the new format builds on the momentum of Sponsored Snaps, which already drive 22% more conversions with nearly 20% lower cost per action. With the new format, they can engage users through personalized, AI-powered interactions right where they’re already having conversations.

The company says 85% of users engage regularly in the Chat feed, and that users sent over 950 billion chats in Q1 2026 alone. Additionally, 57% of teen Snapchat users message others daily, including 4 in 10 who do so several times a day.