Snapchat Unveils Sponsored AI Lenses to Enhance Brand Engagement
▼ Summary
– Snapchat has introduced Sponsored AI Lenses, an advanced ad format using generative AI technology for more dynamic brand engagement.
– These lenses allow users to capture selfies and see themselves in AI-generated scenarios, offering up to 10 diverse experiences per Lens.
– The new format reduces production time by replacing traditional 3D and VFX design with AI-generated templates.
– Brands like Tinder and Uber have successfully used Sponsored AI Lenses, noting higher-than-average user engagement.
– This launch is part of Snap’s broader strategy to integrate generative AI, including recent developments in video AI Lenses and AI text-to-image models.
Snapchat has launched Sponsored AI Lenses, a cutting-edge advertising format designed to offer brands a more dynamic and immersive way to connect with consumers. Although Snapchat has long enabled brands to sponsor lenses, this new offering leverages Snap’s proprietary generative AI technology to create AI-driven experiences.
These innovative lenses provide a more engaging alternative to conventional ads, allowing users to capture selfies and see themselves in various AI-generated scenarios. According to Snap, when users take a selfie for an AI Lens, their facial data is analyzed to seamlessly integrate them into a unique AI-generated scene. Each AI Lens employs a preset prompt and pose to deliver up to 10 diverse experiences within a single Lens.
In a blog post, Snap explained, “Over the past two years, we’ve honed our generative AI technology to enable rapid and high-quality creative execution. Sponsored AI Lenses eliminate the necessity for 3D and VFX design, substituting them with AI-generated templates to significantly reduce production timelines.”
Brands such as Tinder and Uber have already capitalized on this new ad format. Tinder’s campaign enabled users to create a personalized image captioned “My 2025 Dating Vibe,” while Uber’s campaign offered a Thanksgiving-themed experience.
Snap’s data indicates that users spend more time interacting with Sponsored AI Lenses compared to standard Lenses. Both Uber and Tinder noted higher-than-average engagement times with the new AI-powered creative format.
The introduction of Sponsored AI Lenses is part of Snap’s ongoing exploration of generative AI technology and its integration into the platform. Last month, Snap debuted its first-ever video generative AI Lenses. Additionally, in February, the company revealed an AI text-to-image research model for mobile devices, set to enhance several Snapchat features in the upcoming months.
(Source: TechCrunch)
