Snapchat is experimenting with a new idea for future AI-powered advertising solutions: sponsored chatbots.
The initiative is in line with recent trends in social media marketing and shows increasing tendencies towards the integration of AI technologies, search engines and advertising.
📱 Snapchat Embraces Artificial Intelligence More Than Ever
Already well-known for its investment in AI-based technology, Snapchat recently launched its own conversational AI tool named “My AI”. In 2023, it became possible to integrate the technology in chats and receive conversational answers to users’ inquiries.
In addition, Snapchat is preparing to introduce advanced chatbots into its ecosystem through partnerships with companies such as Perplexity AI. From 2026, users will be able to get source-backed information instantly in chat form.
🤖 Understanding Sponsored Chatbots
Chatbots are digital agents capable of communicating with users via conversations. Sponsored AI chatbots work similarly but belong to or are promoted by brands. Learn more about AI chatbots.
Users could potentially communicate with a chatbot that belongs to a particular brand and perform actions like:
• Answering questions about the product/service
• Providing recommendations
• Recommending specific services or products
In other words, users would interact with AI-supported conversations powered by brands rather than view conventional advertising banners.
💡 Advantages for Snapchat and Brands Involved
Why is Snapchat embracing sponsored AI chatbots? There are some reasons behind that:
- Keeping users inside the app – the possibility to communicate with a brand chatbot without leaving the platform
- Competing with TikTok, Meta, and X (Twitter) by introducing a similar product
- Creating additional revenue streams in the form of new ad formats
⚠️ Dangers of Artificial Intelligence-Based Advertising
Even though chatbots look appealing in many ways, the following problems could arise:
• Bias in recommendations as AI tends to favor sponsored content
• Lack of transparency as users may not always be aware that the conversation is related to marketing activities
• Reduced trust due to the integration of ads and conversations
As it turns out, AI systems may not always provide accurate results even if they are asked. Explore AI ethics.
📊 Implications for Marketers
As AI continues shaping the future of social networks, marketers face exciting prospects:
• Creating conversational ads
• Making user experiences personal and engaging
• Communicating directly with Gen Z
Given the large number of users across the globe (up to 600 million), the potential for creating a brand’s conversational presence is huge.
🚀 Social Media and Ad Tech Future Trends
The use of sponsored AI chatbots in Snapchat is part of bigger trends in social networks:
- From social feed to conversational interactions
- From banner advertising to chatbot-mediated conversations
With AI coming into play for just about every type of app, we’re likely to see more blurring of the lines between ads, content and search. Learn more about digital advertising trends.
🔎 Conclusion
Sponsored chatbots in Snapchat have the potential to transform marketing strategies and practices. On the one hand, users would be able to obtain product-related information in a conversational manner. On the other hand, the main challenge for Snapchat would be maintaining user trust while generating profit from ads.
