Snap has already started experimenting with sponsored links in its My AI chatbot. At NewFronts’ advertising event on Tuesday, the company announced that the bot will pop up paid links relevant to a conversation.
For example, Snap says that if you use My AI to figure out what you’re going to eat, after an initial response, the bot can suggest a sponsored link that leads to a local restaurant or delivery app. It can even provide links to an airline or hotel if you’re chatting with My AI about planning a trip.
However, my AI is much more limited in what it can talk about compared to ChatGPT, as Snap has trained the bot to avoid things that go against Community Guidelines, such as swearing, sexually explicit content, violence, and politics. The company says it will screen conversations for inappropriate content or abuse before My AI displays a sponsored link and will also take a user’s age into account.
In addition to bringing ads to My AI, Snap also announced that it will place ads in Spotlight, the company’s TikTok-like feed that showcases popular shortform videos posted on the platform. The ads appear between posts as you scroll through the feed, just like they do on TikTok and in Instagram’s Reels. Snapchat also offers advertisers a way to reserve the first video ad you see when opening a friend’s story.