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Snap survey finds AI users trade data when the payoff is clear
Research by Snapchat, Ipsos and WPP across five countries finds 48% of AI users use it daily, with many still wary of letting it handle money.
Snapchat, with the research firm Ipsos and the ad group WPP, surveyed 4,261 people aged 18 to 44 who use AI at least monthly, in the US, the UK, France, Saudi Arabia and India, plus 150 creators and 150 marketers. Almost half (48 per cent) use AI every day, Snap said on 22 October 2026, and half of the creators and marketers call it a core part of their routine.
Respondents want AI to help their real social life, Snap’s report says: 57 per cent prefer AI that helps with real friendships over a relationship with a bot, and over 80 per cent describe it as friendly and collaborative.
Money is where they hold back. Respondents still have reservations about AI managing their finances or making purchases, Social Media Today notes. Snap argues that people swap data for AI personalisation once they can see the benefit, calling privacy “a sliding scale”.
Meta, TikTok, Google and Amazon publish no share of their ads made with AI on our census of AI ad figures, checked 2 October 2026, and Snap’s survey gives none either. The closest figure is a projection made in July 2025: ad buyers told IAB they expected generative AI to make 40 per cent of all ads by 2026, in a study of video ads.
Snap’s respondents trust AI with conversation more than with purchases, so for a brand on Snapchat the survey supports AI in the chat around a product and gives no support yet for AI that completes the sale.
Sources
- Snapchat for Business: Navigating the Age of AI: How AI is Rewiring Human Behavior. Checked
- Social Media Today: Snapchat says some AI users are willing to trade privacy for utility. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.
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