Priceline puts its AI agent Penny inside Snapchat ads — chatbot-in-ad format debuts in travel

Context

Priceline is the first travel brand to run Snapchat's AI Sponsored Snaps, which let advertisers bring their own chatbots into ad units, and it is using the format to put its Penny assistant in front of users during the holiday booking rush. The move tests whether conversational agents can work as ad formats rather than just on-site tools. Performance marketers and travel brand teams should watch the early results to judge whether bring-your-own-chatbot ads are worth a test budget.