Snapchat Launches Sponsored AI Lenses: A New Era of Immersive, Generative AI Advertising

Snapchat is redefining how brands engage with its global community through the introduction of Sponsored AI Lenses—a cutting-edge ad format powered by Snap’s proprietary Generative AI technology. As advancements in artificial intelligence continue to shape how we create and connect, Sponsored AI Lenses offer advertisers an innovative, scalable way to foster meaningful, immersive brand experiences on the platform.

These interactive Lenses allow Snapchatters to see themselves in imaginative and personalized ways—whether it’s through nostalgic ‘90s hairstyles, cinematic Wild West scenes, or high-fashion runway looks. The result is a unique fusion of AI-driven storytelling and self-expression that puts users at the center of a brand’s narrative.

Driving Engagement Through Creativity and Personalization

With Sponsored AI Lenses, brands can unlock powerful engagement and virality by tapping into Snap’s dynamic Camera platform. This format creates personalized AI-generated visuals, empowering Snapchatters to share creative brand experiences with their friends. For advertisers, this translates into 25–45% more impressions in a single day—providing high-impact exposure at scale.¹

Advertisers are already seeing the creative potential come to life.

• Uber’s “My Thanksgiving Vibe” Lens offered users a festive, personalized celebration.
• Tinder’s “My 2025 Dating Vibe” Lens gave New Year’s Eve an engaging, playful twist.
• Even global artists like Coldplay have used Sponsored AI Lenses to invite fans into their visionary world for the Moon Music album launch.

Thanks to the format’s interactive nature, Snapchatters spent significantly more time engaging with Sponsored AI Lenses than with traditional Lenses. Both Uber and Tinder achieved above-average playtimes, demonstrating how this AI-powered experience deepens user engagement and brand affinity.

“My Thanksgiving Vibe” AI Lens gave Snapchatters a festive way to celebrate, while Tinder’s “My 2025 Dating Vibe” AI Lens added a playful twist to New Year’s Eve. Artists like Coldplay have also used AI Lenses to bring their fans into their celestial universe for the launch of Moon Music.

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Streamlined Creative Production with Generative AI

Snapchat’s investment in Generative AI over the past two years has resulted in a platform that enables high-quality creative execution—without the need for complex 3D or VFX workflows. Sponsored AI Lenses are built using AI-generated templates, allowing brands to streamline production timelines and deliver impactful campaigns faster than ever.

This approach empowers marketers with unexpected, visually striking creative that not only captures attention but also enhances storytelling and strengthens emotional connections with consumers.

Massive Reach, Built-In Discovery

Sponsored AI Lenses are featured directly within the Lens Carousel, where over 300 million Snapchatters interact with AR experiences every day. This built-in distribution gives brands immediate access to a massive, engaged audience actively looking for new ways to create, play, and share.

Snapchat remains committed to helping advertisers stay ahead of the curve through AI-powered innovation, providing fresh, exciting ways to engage users and bring brands to life in new dimensions.

“We’re focused on giving advertisers creative and innovative new ways to show up on our platform and build stronger connections with our community. With advancements in AI transforming the way we create and connect, we’re excited to introduce Sponsored AI Lenses, a new ad format powered by Snap’s proprietary Generative AI technology.”