Snapchat is launching a new AI-fuelled advertising format to help brands connect with users in a more immersive and personalised way.
The instant image-messaging app has released Sponsored AI Lenses, powered by GenAI, which lets users change their appearance with AI visuals that have a company’s branding on it.
The goal of Sponsored AI Lenses is to build personalised experiences involving users and brands, as each branded lens creates AI-personalised content for users to share, bolstering brand reach.
The feature works by creating an AI-generated camera lens – including the user and a company’s branding.
In a press release, Snapchat said that brands using the format can expect to see 25-45 percent more impressions in a day, as users are more likely to share content, amplifying brand reach through organic user interactions.
Early adopters of the feature have included Uber, which used Snapchat for its “My Thanksgiving Vibe” Lens over the festive period and Tinder, which created a “My 2025 Dating Vibe” Lens.
The band Coldplay also embraced the feature, launching an AI Lens to promote their Moon Music album, allowing fans to step into the band’s celestial aesthetic. Snapchat reports that users are spending significantly more time engaging with Sponsored AI Lenses.
Snapchat is the latest tech firm to utilise AI to give advertisers a compelling way to create personalised content for users.
