Snap and Perplexity unveil US$400 million deal to embed AI‑search in Snapchat by 2026

Could the new partnership between Snap and Perplexity, which will embed conversational AI search directly into Snapchat next year, signal the future of how we discover information and engage on social platforms?

New Delhi: Snap Inc.’s new partnership with Perplexity AI represents a significant pivot in how social apps might serve information seekers. Rather than just relying on posts, stories and short‑form video, Snapchat is set to become an answer engine too, delivering conversational, sourced responses inside chats. This integration follows Snap’s broader aim to make AI “more personal, social and fun,” according to CEO Evan Spiegel.

What users can expect?

Starting in early 2026, Snapchat users will see Perplexity integrated inside their chat interface. They will still see the existing My AI feature, but now they’ll also have the option of tapping into a third‑party AI answer engine that draws from credible sources. The idea is to let users explore topics, ask questions and learn within the app rather than switching out to a search engine or browser.

Why this matters for both companies?

For Snap, the deal opens up a new direction beyond advertising‑driven growth. With Perplexity paying about $400 million to gain access to Snap’s user base this year, the company is diversifying into AI‑enhanced discovery and engagement. For Perplexity, the deal places its answer engine in front of nearly a billion users and deepens its exposure in the mobile‑chat ecosystem.

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Broader implications: How AI is reshaping social media

This partnership is a clear example of how artificial intelligence is rewriting the rules on social platforms.

• Search becomes social: Instead of opening a separate search engine, users will interact with AI inside chat, blending discovery with communication.
• Engagement re‑imagined: Platforms are aiming to keep users inside the app for longer, offering more value beyond posting and scrolling.
• Trust and sourcing matter: With Perplexity emphasising results pulled from verifiable sources, the focus shifts to reliable answers rather than mere content noise.
• Monetisation evolves: Snapshotting ads may no longer suffice. AI services embedded in social apps represent new revenue models, from licensing to premium access.
• Generational shift: With Snapchat’s younger user base, this move signals that Gen Z and millennials expect discovery and dialogue, not just entertainment.

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Challenges ahead

While the announcement is bold, execution will be key. Implementation must ensure that AI results are accurate and trustworthy, user experience stays smooth and privacy is respected especially in a chat environment. Additionally, adoption and monetisation will be watched closely as Snap moves beyond its established advertising model.

Final thought

The Snap‑Perplexity deal heralds a new phase in social media: one where chat, discovery and machine intelligence converge. As AI becomes woven into how we communicate, learn and engage online, platforms that move quickly to integrate meaningful AI features could shape the next era of user experience. For Snapchat, this could be the start of transforming from a social‑camera app into a social‑knowledge hub.