Snapchat Launches Sponsored AI Lenses to Boost Brand Engagement
Snapchat has rolled out a new ad format called Sponsored AI Lenses, offering brands a more immersive way to connect with users through generative artificial intelligence.
The feature builds on Snapchat’s existing sponsored lens format but introduces AI-driven experiences powered by the company’s proprietary technology. With this upgrade, users can now take selfies and watch themselves placed into AI-generated environments – creating more engaging, interactive ad experiences than traditional static formats.
According to Snap, the lenses use preset prompts and poses to generate up to ten distinct visual transformations per lens. The AI analyzes a user’s face and seamlessly integrates it into the virtual scenes, creating a dynamic and personalized experience.
“For the past two years, we’ve been refining our generative AI to make high-quality, creative execution faster and more efficient,” Snap said in a blog post. “These new AI-powered lenses remove the need for complex 3D and VFX production by using AI-generated templates, significantly cutting down on development time.”
Brands like Tinder and Uber have already tapped into the new format. Tinder’s lens generated custom images captioned “My 2025 Dating Vibe,” while Uber added a seasonal twist with a Thanksgiving-themed transformation. Both campaigns reportedly saw higher-than-average engagement, with users spending more time playing with the AI Lenses compared to regular ones.
The release is part of a broader effort by Snapchat to integrate generative AI across its platform. Just last month, the company introduced its first video-based generative AI lenses and, earlier in the year, announced a mobile-friendly AI text-to-image tool set to power upcoming features.
Snap’s Sponsored AI Lenses are now available to brands looking to level up user interaction through creative, AI-enhanced storytelling.
