Snap Positions AI To Improve Advertiser Performance

Snap said during its fourth-quarter earnings call (period ended Dec. 31) that it is embedding AI across its advertising platform to improve creative development, campaign setup, and optimization. The company reported Q4 revenue growth of 10% year over year, advertising revenue of $1.48 billion, app ad optimization revenue up 89%, and subscribers reaching 24 million (up 71%). Snap said dynamic product ads reduced cost-per-action by up to 55% in internal tests and highlighted stronger SMB adoption and app advertiser momentum.