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Snapchat brings AI-powered conversational advertising to its app
Snapchat has introduced AI Sponsored Snaps, allowing users to engage with brands through AI agents in the Chat tab. This feature leverages the platform's strong user engagement, with over half a billion interactions with AI chatbots since 2023. Brands gain access to nearly one billion active users, enhancing product discovery through interactive ads, aligning with the growing trend of conversational AI in advertising.
要点
- Snapchat launched AI Sponsored Snaps on Tuesday, enabling user interaction with brand AI agents.
- This new advertising format allows users to ask questions and receive recommendations directly in the app's Chat tab.
- Snapchat reports that over half a billion users have interacted with their AI chatbots since the feature's launch in 2023.
- Ajit Mohan, Snap's Chief Business Officer, emphasized the value of conversation in advertising as AI transforms user engagement.
- Brands can access Snapchat's nearly one billion monthly users and promote products through personalized AI interactions.
- Previous Sponsored Snaps have shown to drive 22% more conversions and reduce cost per action by 20%.
- 85% of Snapchat users engage regularly in the Chat feed, with 950 billion chats sent in Q1 2026.
なぜ重要か
- The rise of conversational AI in advertising reflects the broader trend towards personalized consumer interactions.
- Historically, brands have struggled with engaging users through traditional advertisements; AI offers new pathways.
- In 2025, the adoption of AI for marketing is expected to become mainstream as businesses seek real-time engagement opportunities.
Snapchat's introduction of AI Sponsored Snaps represents a significant shift in advertising, merging conversational AI with user interactions, potentially enhancing brand engagement and reflecting broader marketing trends toward personalized experiences.