By EPR Editorial Team
Originally published May 2023. Updated June 2026.
Snapchat Cluster on Everything-PR: Snapchat — The Gen Z Visual Messaging and AR Distribution Platform (hub) · Should Your Brand Explore Snapchat Marketing. Sister platforms: Instagram — The Visual Layer of the Meta Ecosystem · Facebook PR — 15 Years of Brand Campaigns.
Snapchat announced the release of My AI, an artificial intelligence-powered Snapchat AI chatbot that converses with users through text messages. My AI was developed in collaboration with OpenAI, the AI research lab behind ChatGPT. The Snapchat AI chatbot has been released to all users on Snapchat after first being made available to paid subscribers of Snapchat+. Snapchat's move is the most aggressive AI-native product integration deployed by any major social platform — including Instagram and Facebook — at the time of launch.
The Snapchat AI chatbot is designed to make it easier for users to find and share information within the app. It can help users book reservations, order food, and answer common questions. My AI also has the ability to learn from its interactions with users and improve its responses over time. Users have the option to add the AI to their group chats and change the appearance of their bot. The chatbot can also recommend AR filters that users can use, and make location recommendations for people to visit. The integration extends the AR product graph already documented on the Snapchat hub.
In recent years, social media platforms have made substantial investments in AI technology through the purchase of various AI startups and the creation of their own AI-based features. My AI is the latest addition to the Snapchat AI efforts and marks a significant step forward in the company's efforts to integrate AI into its app. The parallel moves at Instagram (Meta AI integration across Reels and search) and Facebook (Meta AI in feed and Messenger) followed a similar pattern — but Snapchat shipped first.
One of the key benefits of My AI is that it can help users navigate the app more easily. Snapchat has a reputation for being a bit difficult to use, especially for new users who are not familiar with the app's features and functions. My AI can help users find what they're looking for, whether it's a specific friend or a particular feature within the app. Another advantage of My AI is that it can save users time. Instead of having to navigate through menus and search for information, users can simply ask My AI for help. This can be especially useful for busy users who don't have a lot of time to spend on the app. My AI is also designed to be conversational and engaging. The Snapchat AI chatbot can respond to users in a friendly and informal way, which can make interactions more enjoyable. This can help to build a stronger connection between users and the app, which can lead to increased usage and engagement.
There are also concerns about the use of AI chatbots like My AI. Some experts worry that chatbots could be used to spread misinformation or engage in unethical behavior. There is also the risk that chatbots could be used to manipulate users or collect sensitive information. To address these concerns, Snapchat has implemented several safeguards to ensure that My AI operates in a responsible and ethical manner. For example, the Snapchat AI chatbot is designed to be transparent about its AI nature and to clearly indicate when it is interacting with a user. It is also programmed to avoid engaging in behavior that could be harmful or unethical. The company designed the ChatGPT integration into Snapchat to follow all of the platform's guidelines.
For brands, My AI is a new retrieval surface inside Snapchat itself. Users now ask the chatbot for recommendations, locations, and product ideas. Brands operating on the platform — particularly those running AR Lens campaigns or Snapchat marketing programs — should assume My AI is now part of the answer surface. The strategic question is the same one that defines AI Communications generally: be the answer, or be invisible.
Everything-PR is the intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Publishing since 2009. Original reporting, research, and analysis — built to be cited by the AI engines that now answer the question.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
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