Snapchat rolls out Sponsored AI Lenses for brands | TechCrunch
Snapchat has introduced a new ad format called Sponsored AI Lenses, allowing brands to engage with consumers in a more immersive way. This new feature enables brands to create AI-generated experiences using Snap's generative AI technology.
With Sponsored AI Lenses, brands can interact with users in a fun and engaging manner, offering a more interactive experience compared to traditional advertisements. Users can take selfies with these interactive lenses, which then transport them into various AI-generated scenes. Snap's technology analyzes the user's face to seamlessly integrate them into the AI-generated environment, providing up to 10 different experiences within a single Lens.
Enhancing Creative Execution
According to Snap, the development of Sponsored AI Lenses has significantly improved the creative execution process for brands. The AI-generated templates eliminate the need for 3D and VFX design, streamlining production timelines and making it faster and more efficient for brands to create engaging content.
Major brands like Tinder and Uber have already leveraged this new ad format to connect with their audiences. Tinder's Sponsored AI Lens allowed users to create personalized images with the caption "My 2025 Dating Vibe," while Uber's Lens offered a Thanksgiving-themed experience.
Increased User Engagement
Snapchat has observed higher user engagement with Sponsored AI Lenses compared to standard Lenses. Both Uber and Tinder reported above-average playtimes with the new AI creative format, indicating that users are spending more time interacting with these immersive experiences.
This launch underscores Snap's commitment to exploring generative AI and integrating this technology into its platform. In addition to Sponsored AI Lenses, Snap recently introduced video generative AI Lenses and unveiled an AI text-to-image research model for mobile devices, showcasing its ongoing innovation in the AI space.
By offering brands a unique and interactive way to connect with users, Snapchat's Sponsored AI Lenses mark a significant advancement in the realm of digital advertising and consumer engagement.
