Snapchat has rolled out a new feature called AI Sponsored Snaps, allowing brands to engage users through AI agents in the app's Chat tab. These agents will be labeled with a light gray 'Ad' notation and can answer user inquiries about the brand. The first partner for this initiative is Experian, which provides users with information on saving money, improving credit scores, and exploring loans and credit cards. According to Snap's Chief Business Officer, Ajit Mohan, this shift towards conversational advertising is significant, as it transforms chat into a platform for product discovery and decision-making. Despite a rocky start for Snapchat's AI features, with past controversies regarding inappropriate responses, the company reports that over 500 million users have interacted with its My AI feature since its launch three years ago. The effectiveness of these AI agents in providing a better user experience compared to general-purpose chatbots remains to be seen.