Snapchat Introduces AI-Powered Sponsored Snaps for Brands
Snapchat is rolling out sponsored AI agents
Engadget
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Snapchat has launched AI Sponsored Snaps, a new advertising feature that allows brands to engage users through AI agents in the app's Chat tab. Users can ask these agents questions about the brand, with the first partner being Experian, which provides financial advice. This initiative aims to make advertising feel more conversational and integrated into user interactions.
- 01Snapchat's new feature, AI Sponsored Snaps, allows brands to use AI agents for conversational advertising.
- 02The AI agents will appear in the Chat tab, marked with an 'Ad' label.
- 03Users can interact with the agents to ask questions about the brands they represent.
- 04Experian is the first brand to partner with Snapchat for this initiative, offering financial advice.
- 05Snap's Chief Business Officer emphasizes the importance of conversational advertising in real-time decision-making.
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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.
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