Snapchat has introduced a new, innovative ad format: Sponsored AI Lenses, allowing brands to create immersive, AI-generated experiences that engage users in a more interactive and personalized way. While Snapchat has offered sponsored lenses for years, this new feature takes things a step further by incorporating generative AI technology to create dynamic user experiences.
With Sponsored AI Lenses, users can now take selfies that allow them to be placed into AI-generated scenes, creating a unique experience for each user. According to Snapchat, when users take a photo for an AI Lens, their face is analyzed and integrated into a preset AI-generated scene, providing a transformative effect that gives users up to 10 different experiences in a single lens. This move marks a departure from traditional ads, as it adds an extra layer of personalization and interactivity.
Snapchat claims that its refined generative AI technology, developed over the past two years, allows for quick and efficient high-quality creative execution. The new ad format eliminates the need for time-consuming 3D and visual effects design, saving brands time and resources on production. This feature also enables the use of AI-generated templates to create immersive, eye-catching ads faster.
Brands Already Leveraging Sponsored AI Lenses
Major brands, including Tinder and Uber, have already used Sponsored AI Lenses in their advertising campaigns. Tinder’s campaign allowed users to create personalized images with the caption “My 2025 Dating Vibe,” while Uber’s campaign gave users a Thanksgiving-themed twist on the concept. Both campaigns saw higher-than-average engagement times compared to regular lenses, indicating that users enjoyed the added interactivity and personal touch.
Snapchat’s new ad format provides brands with an exciting new way to connect with their audience, offering more dynamic and personalized experiences. The early success of Tinder and Uber’s campaigns suggests that this AI-driven ad model could become a powerful tool for future marketing efforts.
A Step Forward for Snapchat and Generative AI Integration
Snapchat’s introduction of Sponsored AI Lenses is just the latest development in the platform’s ongoing push to integrate generative AI into its offerings. Last month, Snapchat unveiled its first-ever video generative AI lenses, further cementing its commitment to pushing the boundaries of AI technology. Additionally, the company introduced an AI text-to-image research model for mobile devices, which will power some of Snapchat’s features in the coming months.
By introducing these AI-driven features, Snapchat is positioning itself as a leader in innovative advertising and content creation, giving brands more creative freedom and offering users increasingly engaging experiences. As AI technology continues to advance, Snapchat’s incorporation of AI-driven tools will likely become even more central to its platform, providing advertisers with even more opportunities for user interaction and engagement.
Author’s Opinion
With Sponsored AI Lenses, Snapchat is paving the way for a new era in digital advertising. By offering an interactive, immersive experience, this new format gives brands the ability to create personalized ads that are more likely to engage users and capture their attention. While traditional ads will always have their place, the future of advertising lies in personalization, and this technology could mark the beginning of a broader shift towards highly targeted, AI-driven campaigns. Brands that adopt these innovative formats early on will likely be able to stand out in a crowded digital landscape and establish stronger, more meaningful connections with their audiences.
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