Snapchat integrated artificial intelligence with ads into chats

Snapchat has introduced a new feature that expands its in-app advertising models. With this system, which the company calls “AI Sponsored Snaps”, it allows brands to communicate directly with users through artificial intelligence-supported agents on the chat screen. The new feature appears in the Chat tab of the app and is marked with a light gray “Name” label next to the brand name. Thus, unlike classical ad formats, users can interact with brands by starting a conversation.

In the new system, users can directly ask questions to the artificial intelligence agent after opening the relevant chat. The first example shared by Snapchat is based on its collaboration with the financial services company Experian. In this example, the artificial intelligence bot; It offers information on ways to save money, suggestions for improving your credit score, and various financial products. However, business objectives, such as referrals to credit card or loan options, also seem to become a natural part of the conversation. This reveals that these agents aim not only to inform but also to direct user behavior.

Snapchat highlights chat-based advertising

Ajit Mohan, one of Snap executives, stated in his statement on the subject that the chat experience has become increasingly central in terms of advertising. According to Mohan, the development of artificial intelligence technologies brings users’ product discovery, questioning and decision-making processes directly to the chat environment. This approach aims to design ads to adapt to users’ natural communication style, rather than showing them only in the content flow.

However, it is not yet clear how this new model will be received in terms of user experience. While it is possible to ask similar questions to general-purpose artificial intelligence tools, it remains a matter of debate to what extent the answers provided by a brand-specific agent will be impartial. Despite this, it seems that platforms are turning to such interactive advertising formats by taking user habits into account.

According to the data shared by Snapchat, the My AI feature, which was launched about three years ago, has been used by more than 500 million users to date. However, this system came to the fore with some security and content control problems in its early stages. It was revealed that the bot, tested by researchers and journalists, gave answers that could lead young users to risky behavior. It is known that the company took various measures to eliminate such problems in the following period.