Snapchat has introduced Sponsored AI Lenses, a new advertising format powered by the company’s proprietary generative AI technology. The new format generates personalized, AI-driven images that put users at the center of brand experiences, potentially increasing daily impressions by 25-45% for participating advertisers, according to Snapchat’s announcement.

For instance, the interactive feature allows users to see themselves in various scenarios, from sporting ’90s hairstyles to stepping into the Wild West or wearing runway fashions.

Brands Already Utilizing the Technology

Snapchat shares that several brands have adopted the creative potential of Sponsored AI Lenses. 

Uber’s “My Thanksgiving Vibe” AI Lens offered a festive celebration option, while Tinder created a “My 2025 Dating Vibe” AI Lens for New Year’s Eve. Musical group Coldplay utilized the technology to incorporate fans into their celestial universe for their “Moon Music” launch.

According to the announcement, users spend more time engaging with these AI Lenses compared to standard Lenses, with both Uber and Tinder reporting higher than average playtimes with the new format.

AR as Word-of-Mouth Marketing Driver

Research Snapchat conducted with Tinuiti reveals the effectiveness of AR in driving word-of-mouth marketing. The multi-phase study found that 91% of users share content primarily to create social and emotional connections, particularly with close friends and family.

AR content specifically excels at building emotional attachments, with Snapchatters reporting that AR sharing creates stronger impacts than other types of content sharing. 

The research indicates that sharing AR content serves as a leading indicator of brand performance, outperforming time spent metrics.

Production Efficiency for Brands

Snapchat reports that Sponsored AI Lenses eliminate the need for 3D and VFX design by using AI-generated templates that reduce production timelines. The technology produces unique visuals designed to enhance brand storytelling and increase engagement.

The new AI Lenses appear in the platform’s Lens Carousel, which engages over 300 million Snapchatters with AR experiences daily.