Snapchat is rolling out a new advertising format called Sponsored AI Lenses, allowing brands to engage users through immersive, AI-generated experiences.
The feature builds on Snapchat’s existing sponsored lens offerings but introduces proprietary generative AI technology to personalize user interactions like never before.
With these AI-powered lenses, users can take selfies that transform them into dynamic scenes created by artificial intelligence. According to Snap, each AI Lens uses facial analysis to insert the user into one of up to ten different themed scenarios based on preset prompts and poses.
“Over the past two years, we’ve refined our generative AI technology to make high-quality creative execution fast and efficient,” the company said in a blog post. “Sponsored AI Lenses eliminate the need for 3D and VFX design, replacing them with AI-generated templates that can help cut production timelines.”
Early adopters of the format include Tinder and Uber. Tinder’s activation let users generate personalized images under the theme “My 2025 Dating Vibe,” while Uber offered a Thanksgiving-themed experience. Both campaigns reported higher engagement times compared to traditional lenses, suggesting the new AI format is resonating with users.
Snapchat says Sponsored AI Lenses provide a more interactive and engaging alternative to conventional ads, helping brands foster deeper connections with users through play and personalization.
The release is part of Snap’s broader push into generative AI. In recent months, the company introduced video-based AI Lenses and unveiled an AI text-to-image research model optimized for mobile use, which will support upcoming Snapchat features.
