Snapchat has announced the launch of a new advertising format called Sponsored AI Lenses, enabling brands to create more engaging and interactive experiences for users. Leveraging Snap’s proprietary generative AI technology, these lenses allow users to seamlessly integrate their own selfies into immersive, AI-generated scenes and scenarios.
This innovative tool builds upon Snapchat’s existing sponsored lens offerings, which have long allowed brands to connect with consumers through augmented reality effects. Now, by using AI-driven templates, advertisers can bypass the traditionally time-consuming processes of 3D modeling and special effects creation. Snap highlights that this shift significantly cuts production timelines and streamlines creative execution.
According to Snapchat, each Sponsored AI Lens analyzes a user’s facial features in real-time and places them within various AI-generated environments based on predefined prompts and poses. Users can explore up to ten different AI-enhanced experiences within a single lens, providing brands with numerous engaging touchpoints within a single interaction.
Early adopters including Tinder and Uber have already launched campaigns using the new Sponsored AI Lenses. Tinder created a lens allowing users to generate personalized images accompanied by the caption “My 2025 Dating Vibe.” Uber employed a similar strategy, adopting a festive Thanksgiving theme.
These initial campaigns have reportedly demonstrated strong engagement metrics, outperforming average interaction durations achieved through standard lenses. Snapchat states that both brands’ AI-powered lenses saw significantly increased user engagement compared to traditional formats.
This launch is the latest iteration of Snapchat’s integration of generative AI technologies into its social platform. The company previously launched video generative AI lenses just last month, and in February it unveiled an AI-powered text-to-image model designed specifically for mobile applications. These developments underscore Snap’s ongoing effort to deepen user engagement through innovative digital experiences.
