Snap CEO Evan Spiegel unveiled a new strategic roadmap in a 15th-anniversary letter to employees. The plan prioritizes artificial intelligence to accelerate advertising growth and expands the platform into e-commerce. Snap aims to transition into a direct sales channel for businesses by the end of 2027. This strategy also funds the development of SPECS, the company’s new standalone augmented reality glasses.
Snap announced a major leadership overhaul to support these strategic goals. Chief Business Officer Ajit Mohan will depart the company at the end of the year. Ronan Harris, currently head of EMEA, will step into the new role of Chief Commercial Officer. Harris will oversee global advertising sales and go-to-market operations to drive profitability.