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Platforms are expanding chat features and embedding AI into conversations.

Why it matters: Conversations are highly engaged formats that can drive user retention and monetization opportunities.

State of play: Messaging features are expanding across platforms, helping keep users engaged on the app.

X introduced XChat in November and said it would include end-to-end encryption and file sharing.

YouTube announced it's testing direct messages in its app, starting with adults in Ireland and Poland.

Spotify added group messaging features for sharing podcasts, playlists and audiobooks alongside activity-based social features like listening activity and request to jam.

Zoom in: Messaging is no longer just human-to-human. Besides one-on-one conversations, AI chatbots are also joining group chats.

Meta incorporated Meta AI into messaging, positioning assistants as helpful participants.

Snap's My AI can also participate in some group chats.

What to watch: Messaging is becoming a more universal layer of the internet as websites and apps integrate ChatGPT or add their own chat interfaces.

Go deeper: Media Trends Executive Platform Insights Report Q1 2026

Chat is everywhere now

X, YouTube and Spotify are expanding messages.

Gradient green background with a large, dark, pixelated speech bubble on mint interior. Five blue robots with glowing faces hover around and clinging to the bubble, casting shadows.

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Platforms are expanding <a class="gtmContentClick" data-vars-link-text="chat features" data-vars-click-url="https://www.axios.com/2025/11/15/chatgpt-openai-group-chats" data-vars-content-id="ed875cb5-200b-4445-991b-bf375242b1a5" data-vars-headline="Chat is everywhere now" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2025/11/15/chatgpt-openai-group-chats" target="_self">chat features</a> and embedding AI into conversations.Why it matters: Conversations are highly engaged formats that can drive user retention and monetization opportunities.

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Chat is everywhere now

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