Snapchat Introduces Sponsored AI Lenses to Let Brands Create Immersive AI-Generated Experiences

Snapchat launched a brand new advert format on Tuesday to let manufacturers interact customers on the platform. Dubbed Sponsored AI Lenses, it’s a new instrument for manufacturers to create synthetic intelligence (AI) Lenses that customers on the social media app can use to click on selfies and publish them. The Santa Monica-based social media firm has been constructing out its augmented actuality (AR) filters on its platform for a number of years now, and lately, it built-in AI into these experiences to let customers generate pictures and filters.

Snapchat Will Now Let Brands Create AI Lenses

In a newsroom post, Snapchat introduced the Sponsored AI Lenses for manufacturers. Calling it a “new technique to create immersive, generative AI promoting on Snapchat,” the corporate claimed, quoting its inner information, that this new advert format can allow corporations to get 25-45 p.c extra impressions in a single day.

Essentially, with this advert format, Snapchat will enable manufacturers to purchase AR-enabled AI Lenses that showcase the model’s marketing campaign in an immersive means. These AI Lenses will then be added to all the opposite filters customers can already choose on the platform. The firm believes this may enable manufacturers a brand new avenue to achieve out to customers and promote their merchandise and advert campaigns.

Snapchat stated manufacturers reminiscent of Tinder and Uber, in addition to the British pop-rock band Colplay, have already used Sponsored AI Lenses to create distinctive filters for customers on the platform. Tinder created the “My 2025 Dating Vibe” AI Lens within the final week of December 2024, and Uber created the “My Thanksgiving Vibe” AI Lens earlier final yr. Coldplay additionally used a particular AI Lens to advertise its tenth studio album, Moon Music.

“Due to the immersive nature of the format, Snapchatters spent extra time participating with Sponsored AI Lenses in comparison with normal Lenses,” the publish added. Citing inner information between November 2024 and January 2025, the corporate claimed that each Uber and Tinder witnessed “increased than common” playtimes whereas utilizing the brand new advert format. The publish didn’t disclose any numbers.

Further, citing inner information from the second quarter of final yr, the social media platform claimed that greater than 300 million customers interact with the AR experiences on daily basis. Users on the lookout for Sponsored AI Lenses can discover them throughout the Lens Carousel.