Snapchat has unveiled a new advertising tool, Sponsored AI Lenses, powered by its proprietary Generative AI technology, designed to enhance brands’ interactions with users on the platform. This innovative ad format leverages Snapchat’s playful spirit and artificial intelligence to create unique, engaging, and often surprising experiences.
Users can transform their appearance and immerse themselves in different scenarios, such as trying on ’90s hairstyles, stepping into a Wild West setting, or showcasing the latest fashion trends. These AI-driven Lenses allow Snapchatters to integrate their image into pre-designed scenes, offering up to 10 different experiences in a single Lens.
The launch of Sponsored AI Lenses represents a significant step forward for Snapchat’s advertising suite. While traditional sponsored lenses have been around for years, this new AI-powered version eliminates the need for complex 3D designs and VFX, making it easier for brands to create captivating content. By utilizing AI-generated templates, advertisers can drastically cut down production times while expanding creative possibilities, offering a more seamless and efficient way to engage with users.
Snapchat’s data suggests that users engage more with Sponsored AI Lenses than with regular lenses, with brands like Uber and Tinder already leveraging the new format to offer personalized experiences. For example, Uber’s “My Thanksgiving Vibe” Lens and Tinder’s “My 2025 Dating Vibe” Lens have led to greater interaction and longer engagement times. This enhanced engagement is a key advantage for brands seeking to strengthen their presence on Snapchat and improve their storytelling.
The introduction of this format also increases visibility for advertisers, as Sponsored AI Lenses are placed prominently in the app’s Camera. Brands can expect a 25-45% increase in impressions in just one day, tapping into the vast daily engagement of over 300 million Snapchatters who interact with augmented reality. With the ongoing development of generative AI technology, Snapchat is providing brands with a powerful tool to connect with their audience in a fun and meaningful way.