Snap took the wraps off new advertising initiatives at its 2023 NewFronts presentation for marketers in New York — including revealing a new test of sponsored links in My AI, which can deliver ads based on a user’s conversation with the chatbot.

The company, which averaged 383 million daily active users in Q1, last month announced the rollout of the artificial intelligence-powered My AI chatbot to all Snapchat users. While it’s still early days, Snap says My AI has the potential to deliver more relevant content and experiences across the app — and execs told NewFronts attendees the company is experimenting with sponsored links in My AI.