Snapchat unveiled a broad suite of AI-powered advertising updates ahead of Cannes Lions, spanning campaign setup, creative development, shopping, creator partnerships, and conversational experiences for its 950 million monthly active users.

New AI-driven creative tools will generate multiple vertical, mobile-native formats from a single product image, and advertisers can choose which AI tools to use in Ads Manager for asset creation.

According to CBO Ajit Mohan, the opportunity is in making advertising more useful by building AI tools around how people communicate, discover, shop, and create on the app.

Snap is revamping Dynamic Product Ads with agentic recommendation models that integrate user behavior, real-time intent, and signals to surface relevant products during in‑app experiences.

The company will open its ads platform to third-party AI agents via its MCP server, allowing advertisers and partners to connect external campaign tools to Snapchat’s platform.

Snap is launching the Smart Assistant to help advertisers select campaign objectives, audience strategies, and optimization settings, among other tasks.

A new Snap Creator Network will launch later this year, enabling advertisers to describe desired creators by audience, tone, category, and campaign goals, with AI helping match them to suitable creators.

Updates include enhancements to chatbot-based ad formats for more precise conversational shopping and AI Sponsored Snaps that enable direct brand-consumer conversations within the app’s chat feature.