Snapchat has launched Sponsored AI Lenses, a new advertising tool designed to boost brands’ interactions with users on its platform.
Sponsored AI Lenses, powered by Snap’s proprietary Generative AI technology, brings a fresh, captivating way for brands to connect with users.
This new ad format taps into Snapchat’s playful nature and also leverages the prospect of artificial intelligence to create unique, interactive experiences.
These AI-driven Lenses allow Snapchatters to see themselves in a range of exciting, often unexpected scenarios. Users can transform their appearance, whether it’s trying on ’90s hairstyles, stepping into a Wild West setting, or modelling the latest fashion trends.
The magic happens when users snap a selfie, allowing the AI to integrate their image into one of these pre-designed scenes, offering up to 10 different experiences in one Lens.
The introduction of Sponsored AI Lenses is a commendable one for Snapchat, adding creativity to its advertising suite. Traditional sponsored lenses have been a feature of the platform for years, but this new AI-powered version takes it a step further by eliminating the need for complex 3D or VFX designs.
Instead, advertisers can now leverage AI-generated templates, drastically cutting down production times while enhancing the creative possibilities.
One of the key advantages of this new ad format is its ability to drive deeper engagement. Snap’s data suggests that users spend more time interacting with Sponsored AI Lenses compared to regular lenses.
In fact, brands like Uber and Tinder have already capitalised on this, using the AI Lenses to offer their users fun, personalised experiences. Uber’s “My Thanksgiving Vibe” Lens and Tinder’s “My 2025 Dating Vibe” Lens both show great engagement, with users spending more time with the brand than they typically would with standard ads.
Snapchat has continually worked to refine its generative AI technology over the last couple of years, making it faster and more efficient for advertisers to produce high-quality content. As the platform moves towards more AI-driven solutions, brands are finding new ways to create buzz and improve their storytelling.
The new format also offers brands a chance to access even more visibility. By placing these Sponsored AI Lenses at the forefront of the app’s Camera, brands can enjoy an estimated 25-45% more impressions in just a single day.
With over 300 million Snapchatters engaging with augmented reality every day, the Sponsored AI Lenses offer a powerful tool for brands to reach their audience in a meaningful way.
