Snapchat on 18 June rolled out ‘Snap Smart Assistant’, an artificial intelligence (AI) feature, to help brands advertise more effectively on the platform. According to the company this move will make the ads feel like a natural part of the app rather than an interruption.
The company, which has over 956 million monthly active users, says the new tool covers the full advertising journey from planning a campaign to designing creatives, recommending products, and even enabling shopping through chat.
Smarter Campaign Planning
With the help of the new feature, advertisers can simply describe what they want to achieve the AI then recommends the right campaign goals, audience, and setting. This reduces the time and technical know-how typically required to get a campaign off the ground.
“By building around the ways people already communicate, discover, shop, and create on Snapchat, we’re helping advertisers connect with our community in ways that feel more relevant, natural, and effective”, said Ajit Mohan, Chief Business Officer of Snapchat.
Snapchat is also opening its ads platform to third-party AI tools through a Model Context Protocol (MCP) server, letting businesses plug the tools they already use directly into Snapchat’s advertising system.
Better ads, better shopping
Snapchat is updating its Dynamic Product Ads for e-commerce brands by implementing advanced technology. This system identifies the most suitable products for specific users by analysing them in real-time and behavioral patterns.
Furthermore, advertisers can now automatically generate various ad formats from just one product image. The platform has introduced several creative tools, such as Image-to-Video for turning still photos into short video clips, Smart Upscale to improve visual clarity, and Background Image Enhancement to create more professional product displays.
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A big bet on India
In September 2025, Snapchat said India is central to its global creator strategy, driven by growing content engagement, rapid growth in new creations. Data from the company shows an increase in engagement within India with total content consumption time has doubled over the last two years. The official Snap Stars has increased by 50%, and year-on-year, Spotlight posts from creators have also grown fourfold.
To support this growth, Snapchat introduced Creator Connect, a multi-city Indian initiative designed to provide Gen Z creators with the necessary mentorship and resources to establish long-term professional careers.
Looking ahead, the platform intends to debut the Snap Creator Network later this year. This AI-driven tool is engineered to streamline brand-creator partnerships by automatically managing outreach, matching, and campaign logistics based on an advertiser’s specific requirements.
The company’s Chief Business Officer added that the company’s goal is advertising that works with how people naturally use the app, rather than against it.
