Snapchat rolls out generative AI-powered Sponsored AI Lenses

Snapchat has introduced Sponsored AI Lenses, a new ad format powered by Snap’s proprietary generative AI technology.

The interactive Lenses will allow brands to drive high engagement, virality, and AI-powered storytelling on the platform. The format generates personalised, AI-driven images that put Snapchatters at the center of unique brand moments, allowing them to express themselves while sharing their favorite brands with friends.

Brands leveraging this format can be placed at the forefront of the Camera, enabling them access to 25-45% more impressions in a single day.

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Some brands have already embraced the creative potential of Sponsored AI Lenses. Uber used AI Lens gave Snapchatters a festive way to celebrate Thanksgiving with “My Thanksgiving Vibe”, while Tinder’s “My 2025 Dating Vibe” AI Lens added a playful twist to New Year’s Eve. Coldplay has also used AI Lenses to bring their fans into their celestial universe for the launch of Moon Music.

The immersive nature of the format, Snapchatters spent more time engaging with Sponsored AI Lenses compared to standard Lenses. Both Uber and Tinder unlocked higher than average playtimes while using the new AI creative format.

Sponsored AI Lenses eliminate the need for 3D and VFX design, replacing them with AI-generated templates that can help cut production timelines. This technology fuels creativity with unique, unexpected visuals that help elevate brand storytelling and deepen engagement.

Driving deeper engagement and brand affinity

"Sponsored AI Lenses enhance creative advertising on Snapchat, putting our audience of 850 million monthly active users at the center of immersive, shareable brand moments," said Abby Laursen, Sr. director, product marketing, Snap.

"Powered by Snap’s Generative AI, this format enables brands across industries to quickly produce high-quality experiences that drive deeper engagement and brand affinity,"

"We're encouraged by the strong results our advertisers are already seeing, with increased impressions and playtime as Snapchatters interact and share their AI-powered transformations."

Sponsored AI Lenses can be found in the Lens Carousel, where, on average, over 300 million Snapchatters engage with augmented reality experiences every day. We look forward to continuing our work to help advertisers stay at the forefront of AI-powered creativity and bring their brand to life for Snapchatters in entirely new ways.

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