This pioneering partnership is set to redefine how advertisers engage with audiences and opens up exciting opportunities for brands seeking to connect with millions of highly active users on Snapchat.

At the heart of this collaboration lies Microsoft Advertising’s Chat Ads API, which now empowers Snapchat to deliver highly relevant Sponsored Links through its immensely popular My AI chatbot. This strategic alliance marks a significant milestone in the realm of generative artificial intelligence (AI) and advertising.

Snapchat, with its impressive reach of over 750 million monthly users on average, has become a powerhouse in the social media landscape. Moreover, the My AI chatbot has solidified its position as one of the largest consumer chatbots, with more than 150 million users exchanging over 10 billion messages within the platform.

What this means for brands is a golden opportunity to seamlessly integrate Sponsored Links into the Snapchat user experience. This integration occurs within deep and meaningful conversational engagements, resulting in a richer understanding of user context and a content experience that feels native and relevant.

Generative AI chat, currently one of the fastest-growing technologies, drives this partnership forward. Snapchat’s user base includes over 75% of 13- to 34-year-olds in more than 20 countries, making My AI an integral part of the app’s offerings.

For advertisers seeking to harness the potential of this collaboration, Microsoft Advertising’s mobile momentum is in full swing. With the widespread adoption of AI-powered Bing and continuous enhancements to the mobile experience, advertisers can expect significant performance growth. The partnership with Snapchat serves as a gateway to tap into Snapchat’s expansive mobile-first audience.

Advertisers can make the most of this opportunity by prioritizing mobile traffic in their Microsoft Advertising campaigns through positive mobile bid modifiers across all ad groups. Snapchatters, on the other hand, can access this exciting chat conversational experience via My AI in the Chat tab.

Initial testing of this partnership has yielded promising results, prompting a wider rollout in the US and 13 other markets. Advertisers have reported year-over-year increases in mobile traffic across the Microsoft network, with over 15% more mobile impressions from Microsoft site and select traffic, all while maintaining or improving cost per acquisition (CPA).

As we look ahead, Microsoft Advertising remains dedicated to the evolution of chat offerings and the ongoing exploration of innovations in generative AI. This partnership with Snapchat aims to deliver exceptional returns for those who engage with it, all while extending the reach of advertisers across mobile devices.

The future of digital advertising has just become more exciting, and Microsoft Advertising and Snapchat are at the forefront of this transformative journey. 

Snapchat+ subscribers can now access My AI, an experimental feature, as part of their $3.99-a-month subscription. Found at the top of the Chat tab, the new feature is a chatbot equipped with a unique voice, personality, and values that reflect “friendship, learning and fun” while adhering to the app’s trust and safety guidelines.

The Chatbot can help you find birthday gift ideas for your best friend, plan a hiking trip for the weekend, suggest a dinner recipe, or even write a haiku about cheese. You can also customize this AI by giving it a name and changing its Chat wallpaper.

However, despite its training, the Chatbot may still be tricked into saying inappropriate phrases, as is the case with most AI-driven chatbots. Therefore, users should be mindful of their conversations and exercise caution.

Explaining further, the company says: “As with all AI-powered chatbots, My AI is prone to hallucination and can be tricked into saying just about anything. Please be aware of its many deficiencies and sorry in advance! All conversations with My AI will be stored and may be reviewed to improve the product experience. Please do not share any secrets with My AI and do not rely on it for advice.”

In this regard, Snapchat provides users with the opportunity to submit feedback by pressing and holding on any message from the new feature.

“While My AI is designed to avoid biased, incorrect, harmful, or misleading information, mistakes may occur. Please press and hold on any message from My AI to submit feedback. We look forward to hearing about your experience with new feature.”

Unlike Microsoft’s Bing, which is similar to this technology, Snapchat’s new feature isn’t designed for use as a search engine, instead, it is viewed as a “persona” that users can chat with in the same way they would with friends.

All conversations with this new feature are stored and may be reviewed to enhance the overall experience. It is important to note that users should not share any confidential information with the feature, nor should they rely on it for advice.