Human-First, AI-Enabled: Snap’s Latest Ads Innovations

At Snapchat, we’ve always designed ads to feel native to the experience, built into how people communicate, discover, and share. More than 950 million monthly active users ¹ come to Snapchat to connect with friends, learn about the world around them, and express themselves. As AI adoption continues to grow - with 47% of consumers using AI every day, especially among Gen Z ² - it’s helping make the Snapchat experience more relevant, useful, and engaging than ever before.

Today, we’re introducing a new suite of AI-powered capabilities across our ads stack. From campaign setup and creative development to shopping, creator partnerships, and conversational experiences, we’re using AI to simplify workflows, unlock new experiences, and improve performance.

Easier Campaign Setup and Optimization

Our new Snap Smart Assistant lets advertisers describe their goals and automatically recommends campaign objectives, audience strategy, and optimization settings. The assistant can guide setup, surface health checks, and recommend next steps through a more intuitive, agent-like workflow.

We're also opening our ads platform to third-party AI agents through a Model Context Protocol (MCP) server, making it easier for advertisers and partners to connect Snapchat to the tools they already use to plan, create, optimize, and scale campaigns.

Turning Conversations into Commerce

We're continuing to invest in conversational experiences like AI Sponsored Snaps in Chat, which enable brands to engage Snapchatters through AI agents that can answer questions, recommend products, and help people make decisions without leaving the conversation. Alpha partner Experian has demonstrated early momentum, highlighting the potential of conversational AI for brands.

Smarter Product Recommendations

For shopping advertisers, we’re revamping Dynamic Product Ads with a new class of agentic recommendation models that synthesize user behavior, product affinity, full-funnel signals, and real-time intent to surface the most relevant products with greater precision and stronger performance.

AI-Powered Creatives

AI can now create and enhance creative assets from headlines and call-to-action to formats and layouts. Advertisers can transform a single product image into multiple Snap-native formats built for vertical storytelling and mobile engagement. Smart Upscale automatically enhances assets for the full-screen vertical canvas, Image-to-Video turns images into short-form video, and Background Image Enhancement creates immersive product-focused ad experiences. Advertisers remain in control throughout the process, with the ability to choose which AI-powered tools they want to use and select the generated assets they’d like to run within Ads Manager.

With Sponsored AI Lenses, new generative AI formats, and advanced creative enhancement tools, we're helping brands create experiences people actively participate in. In fact, GenAI Lenses have generated nearly 38 billion impressions since Q4 2025 ³, demonstrating the growing appetite for AI-powered creative experiences on Snapchat. 

AI is also used to personalize ad experiences, where Snapchatters may see different versions of an ad based on interests, engagement patterns, and context.

A New Creator Marketplace

Creator partnerships have become an essential part of how brands reach and engage audiences, but finding the right creators and activating campaigns can still be a fragmented, time-intensive process.

We're introducing Snap Creator Network, a new AI-powered system that simplifies creator discovery and campaign activation. Advertisers can describe the creators they're looking for – including audience, tone, category, or campaign goals – and Snap Creator Network helps match advertisers with creators that fit their audience and campaign needs. The system streamlines recommendations, outreach, and activation, helping brands move from idea to execution faster. Launching later this year, this is our first step toward a more agentic creator marketplace, where AI can turn advertiser intent into ready-to-launch creator campaigns, managing discovery, activation, and fulfillment end-to-end.

Built Around Real Behavior

Together, these capabilities - from campaign planning and creative generation to recommendations and conversation - create a more connected advertising system that becomes smarter over time.

The result is advertising that feels more relevant, useful, and native to the Snapchat experience. By putting our community first and using AI to enhance the experiences people already value, we're making it easier for advertisers to create, manage, and optimize campaigns while delivering more natural and engaging experiences for Snapchatters. That's what human-first, AI-enabled advertising looks like, and we're excited about what comes next as AI unlocks new possibilities for creativity, commerce, and connection.