Why 2026 could be Snap’s biggest year yet – according to one exec

Snap, like the rest of the platforms, has spent the last year nudging marketers further toward automated advertising. Next year, it plans to keep pushing, with creative now squarely in its sights.

It’s the next big focus for the mobile messaging app, which has already automated much of the plumbing behind media buying, including bidding and budget reallocation. Now, it’s turning its attention to the ads themselves.

“We’re thinking about how we bring the power of AI into that creative production and creative expression on the platform, because that’s where the magic really happens,” said Abby Laursen, Snap’s senior director of product marketing told Digiday.

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