Snapchat has launched Sponsored AI Lenses, a fresh ad format that helps brands connect with users through immersive, AI-driven experiences. While the platform has supported paid Lenses for years, this new format adds a generative AI twist, making branded content more engaging and fun.
How Sponsored AI Lenses Work
With these interactive Lenses, users take selfies and get transformed into various AI-generated scenes. Snapchat’s AI analyzes facial features and blends them into preset environments. Each Lens includes up to 10 different visual experiences, making it feel fresh every time.
This feature uses pre-designed prompts and poses to guide the transformation. It creates a seamless user experience, all powered by Snap’s in-house AI tools. The result? Personalized content that feels like entertainment—not advertising.
Faster Production, Less Complexity
Snap says its AI Lenses eliminate the need for traditional 3D design or VFX work. Instead, brands can use AI-generated templates, which significantly shorten the creative process.
In a blog post, the company explained, “We’ve spent two years refining this technology to make creative execution both fast and efficient.” With AI doing the heavy lifting, advertisers can launch high-quality campaigns in less time.
Big Brands Are Already On Board
Tinder and Uber were among the first to test the new ad format. Tinder’s campaign let users create a selfie with the caption “My 2025 Dating Vibe.” Uber followed with a Thanksgiving-themed Lens that offered a festive, shareable selfie moment.
Both companies saw stronger engagement and longer playtimes compared to standard ad formats. Users spent more time interacting with these AI Lenses, suggesting they’re more entertaining than traditional ads.
Snapchat’s Growing Focus on Generative AI
This release is part of Snap’s broader push into generative AI. Last month, it launched its first video-based AI Lenses. And in February, the company revealed a mobile-friendly text-to-image AI model. These innovations are designed to enhance creative tools across Snapchat’s platform.
By making ad experiences more personalized and interactive, Snapchat is creating new opportunities for brands. Sponsored AI Lenses blur the line between entertainment and advertising—offering fun, shareable content users want to engage with.
