Snap Inc. has announced a series of updates to its advertising products, highlighting increased use of artificial intelligence and automation to help brands connect with users on Snapchat. The company reported that in 2025, Snapchat was ranked as the second most preferred ad platform by consumers.
According to Snap Inc., 2025 saw advancements in tools that allow advertisers to reach users both on and beyond the Snapchat platform. One notable development was the global rollout of Sponsored Snaps, which are already generating positive results for brands.
The company introduced Smart Campaign Solutions earlier this year, providing AI-powered features designed to improve campaign performance and simplify management. These solutions include Smart Budgets, which were unveiled at Newfronts and aim to save time while increasing effectiveness for advertisers of all sizes. Snap says it plans further investment in automated campaign creation using AI technology throughout 2026.
On the creative side, Snap launched Sponsored AI Lenses powered by proprietary Generative AI technology. This feature lets brands create personalized images centered around user participation. Another new tool is the Imagine Lens, an Open Prompt Image Generation Lens allowing users to generate and share custom Snaps by entering prompts.
Snapchat is also working on making brand campaigns feel more integrated into its community experience. A study conducted with Kantar found that about 85% of surveyed Snapchatters considered Sponsored Snaps “relevant to me” and felt they “fit in with my habits on platform.” In one example from Q3, ASICS collaborated with Zeno Group to promote a running shoe collection via Sponsored Snaps, reaching two million unique users through the Chat Inbox. eBay’s campaign using the same format achieved nearly double incremental unique reach.
Another recent addition is Reminder Ads, which enable users to set reminders directly from ads for upcoming events or launches and receive notifications when those moments arrive.
As Snap Inc. looks ahead to 2026, it states it will continue investing in AI-driven tools aimed at helping advertisers produce high-quality creatives efficiently.
“We empowered brands to reach Snapchatters across the full platform and beyond,” a statement from Snap Inc. reads.
A representative also said: “We rolled out Sponsored Snaps globally for brands to enter the chat, and it’s already driving meaningful outcomes for advertisers.”
Looking forward, Snap indicated: “This is an area we will continue to invest heavily in next year, moving in the direction of a fully automated campaign creation suite.”
