Snap Inc. has unveiled a new advertising approach designed to integrate brand messaging directly into user conversations, signalling a shift away from traditional formats that redirect users to external platforms. The company said the initiative is focused on embedding adverts within spaces where users already interact, positioning chat environments as a central hub for digital engagement.
Chief Business Officer, Ajit Mohan, explained that the evolution of artificial intelligence is redefining how consumers discover products and make decisions. He noted that conversation is rapidly emerging as prime advertising space, adding that the real value lies not just in placing adverts within chat environments, but in designing formats that align naturally with how users communicate.
The company disclosed that the new format provides advertisers access to nearly one billion monthly active users on Snapchat, allowing brands to deploy their own AI tools to drive awareness, app installations, and purchases. Supporting the rollout, Snap revealed that users exchanged over 950 billion chats in the first quarter of 2026, while more than half a billion users have interacted with its My AI chatbot since its launch in 2023, with a significant share of users engaging daily on the Chat feed.
Snap further stated that its Sponsored Snaps format already delivers stronger performance metrics, including higher conversions at lower costs, with full screen adverts generating notably greater engagement compared to some alternatives. The new product is being introduced through an alpha partnership with Experian, whose marketing leadership said the collaboration would enable more accessible financial education by embedding trusted insights into everyday digital conversations.