Snapchat Announces Partnership with Microsoft to Power Sponsored Links within My AI
Snapchat
Snapchat has announced a new partnership with Microsoft to power Sponsored Links within My AI. Snapchat will utilize Microsoft Advertising's Ads for Chat API to deliver relevant ads to My AI, Snapchat's AI-powered chatbot, serving its user base of 150 million.
Ads will now be intelligently displayed to users based on their conversations, targeting moments when users express interest in an advertiser's offering. Initially, this partnership will be available to advertisers in the United States and select markets.
Why it Matters: This collaboration marks a significant stride in strengthening Snapchat's My AI, particularly in its advertising capabilities, which have been in testing since May 2023. With Microsoft as a partner, Snapchat can boost advertising activities within its chatbot while affording advertisers the opportunity to engage with attentive Snapchatters through relevant ads.
My AI, with its 150 million users and 10 billion messages exchanged, is among the most widely used consumer chatbots. This appeals to brands recognizing AI-powered chatbots and other AI experiences as a pivotal component of their future audience engagement strategies. As My AI users turn to the chatbot for real-world recommendations and exploration of their interests in various categories like food, beauty, fitness, shopping, tech, and more, Sponsored Links within My AI appears to be a valuable solution for businesses of all kinds.
This partnership between Snapchat and Microsoft is part of a broader trend in which social media platforms forge alliances with major tech companies. For example, Pinterest and Amazon have a multi-year partnership, enabling Amazon advertisers to place their ads on Pinterest. Although not currently focused on advertising, TikTok and Google are also testing integration where TikTok users are prompted to conduct Google searches for topics initiated on TikTok.
