Snap Inc. has announced a series of updates to its advertising platform, emphasizing automation and artificial intelligence to improve campaign performance and efficiency for brands using Snapchat.
In 2025, Snapchat was ranked as the second most preferred ad platform by consumers, reflecting the company’s efforts to focus on real human connection in both user experience and brand engagement.
The company highlighted progress made throughout the year in helping advertisers reach users across the entire platform. Global rollout of Sponsored Snaps has allowed brands to engage directly with users in chat, which Snap says is already producing significant results for advertisers. Additionally, new AI-powered ad products have been introduced to streamline the advertising process and save time without compromising outcomes.
Snap’s Smart Campaign Solutions suite was launched earlier this year, providing automated tools designed to enhance performance and simplify campaign management. The introduction of Smart Budgets at Newfronts aimed to help advertisers optimize spending while increasing campaign effectiveness. Snap reports that these solutions are now being expanded further, with plans for continued investment in automation and AI-driven campaign creation tools into 2026.
On the creative side, Snap rolled out Sponsored AI Lenses powered by proprietary generative AI technology. This format enables personalized images that put users at the center of branded experiences they can share with friends. The recently introduced Imagine Lens allows users to generate and edit Snaps through text prompts before sharing them within or outside Snapchat.
Looking ahead, Snap plans further investments in AI tools intended to make premium ad creative production accessible for teams of all sizes.
The company also discussed improvements in how brands interact with Snapchatters through more native-feeling campaigns. According to a study conducted with Kantar, about 85% of surveyed users found Sponsored Snaps relevant and fitting with their habits on the platform. In Q3, ASICS collaborated with Zeno Group on a Sponsored Snaps campaign promoting running shoes that reached two million unique users via Chat Inbox; eBay’s similar effort achieved nearly double its incremental unique reach.
Snap has also introduced Reminder Ads, which allow users to set reminders from an advertisement and receive notifications about upcoming events such as movies or product launches.
The company indicated it will continue focusing on innovations that support smarter automation, creativity enhancements through AI, and more effective engagement between brands and Snapchatters into 2026.
