Snapchat has unveiled a groundbreaking advertising feature called Sponsored AI Lenses, enabling brands to create immersive, AI-driven experiences for users. This innovation allows companies to craft interactive lenses that transport users into AI-generated scenes, enhancing engagement beyond traditional advertising methods.
Building upon its history of offering sponsored lenses, Snapchat now integrates proprietary generative AI technology to streamline the creation of these experiences. Users can take selfies and see themselves transformed into various AI-crafted environments, with each lens offering up to ten unique experiences. This advancement eliminates the need for complex 3D and VFX design, significantly reducing production timelines.
Early adopters like Tinder and Uber have already leveraged Sponsored AI Lenses to connect with their audiences. Tinder’s campaign allowed users to generate personalized images captioned My 2025 Dating Vibe, while Uber’s lens offered a Thanksgiving-themed experience. Both brands reported higher-than-average user engagement, indicating the effectiveness of this new ad format.
This launch is part of Snapchat’s broader strategy to integrate generative AI into its platform. In recent months, the company introduced video generative AI lenses and unveiled an AI text-to-image research model for mobile devices, underscoring its commitment to innovation in user engagement.
