Snap Inc. has officially introduced Sponsored AI Lenses, a new ad format aimed at providing advertisers with a more immersive and creative method to communicate with users via generative AI. While Snapchat has traditionally allowed advertisers to pay for Lenses; this new option extends the company's in-house AI technology, allowing companies to create dynamic, AI-powered experiences in which users can insert themselves into surreal and engaging scenes.
The Sponsored AI Lenses allow users to take selfies and see themselves transformed—whether they're trying out a classic 90s hairdo, entering a Wild West setting, or appearing on a high-fashion runway. With up to ten AI-generated experiences per Lens, companies now have an effective tool for improving storytelling and driving engagement on the platform.
Snap claims that this format eliminates the need for additional 3D and VFX creation, replacing it with AI-generated templates. This does shorten creative deadlines and broadens access to high-quality visual storytelling. The company stated that brands that use Sponsored AI Lenses can receive 25-45% more impressions in a single day by being positioned at the top of Snapchat's Camera.
Early adopters, like Uber and Tinder, have already achieved promising outcomes. Tinder's AI Lens enables users to create photographs captioned "My 2025 Dating Vibe," whereas Uber offers a Thanksgiving-themed Lens experience. Both brands apparently had greater engagement times than conventional lenses.
The Snapchat app's Lens Carousel features these AI-powered experiences. The rollout follows several of Snap's previous generative AI initiatives, including the development of an AI text-to-image model tailored for mobile devices and the introduction of AI-powered video lenses.
While not as eye-catching as OpenAI's or Google's offerings, Snap's decision demonstrates the company's consistent investment in practical, enjoyable generative AI applications. Sponsored AI Lenses offer a new approach for brands to stand out in an increasingly competitive digital advertising landscape by combining creativity, personalization, and simplicity.