Snap unveils AI Lenses for advertisers, promising increased engagement

Snap this month introduced a new advertising format leveraging proprietary AI technology to create interactive user experiences that blend brand messaging with personalized content.

Snap Inc. unveiled Sponsored AI Lenses on April 8, 2025, marking a significant advancement in how brands can engage with users on the Snapchat platform. According to Snap Inc. internal data, this new format allows advertisers to access 25-45% more impressions in a single day by placing brands "at the forefront of the Camera."

The technology represents two years of development in Snap's generative AI capabilities, designed to streamline advertising production while delivering novel user experiences. These AI-powered Lenses generate personalized images that integrate users into brand-related scenarios—from retro aesthetics to fantasy environments.

Technical implementation of the Sponsored AI Lenses eliminates traditional requirements for 3D and VFX design work. Instead, the system uses AI-generated templates, substantially reducing production timelines for advertisers while maintaining creative quality.

The Lenses appear in Snapchat's Lens Carousel, a prime location considering that, according to Snap Inc. internal data from Q2 2024, "over 300 million Snapchatters engage with augmented reality experiences every day."

Early adoption and performance metrics

Several major brands have already implemented Sponsored AI Lenses in their campaigns. Uber created a "My Thanksgiving Vibe" AI Lens for the holiday season, while Tinder developed a "My 2025 Dating Vibe" AI Lens timed with New Year's Eve celebrations. The music industry has also embraced the technology, with Coldplay utilizing the format to promote their album "Moon Music" by immersing fans in a "celestial universe."

Performance data suggests these implementations have been successful from an engagement perspective. According to Snap Inc. internal data from November 1, 2024 to January 2025, "Snapchatters spent more time engaging with Sponsored AI Lenses compared to standard Lenses." Both Uber and Tinder reported "higher than average playtimes while using the new AI creative format."

Technical capabilities and limitations

The Sponsored AI Lenses function by placing users at the center of AI-generated scenes that align with brand identity and campaign goals. Users can see themselves in various scenarios—sporting '90s hairstyles, in Wild West settings, wearing runway styles, or other environments determined by the advertising brand.

This approach differs from traditional AR advertising, which typically overlays digital elements onto real-world camera views. The AI Lenses instead generate entirely new images incorporating the user's appearance into fictional or branded environments.

The technology allows for personalization at scale, with each user receiving unique AI-driven images. These images maintain brand messaging while providing novel content that users appear more likely to share with their networks, potentially increasing organic reach for advertisers.

Market positioning

Snap positions this technology as addressing multiple advertiser needs simultaneously: creative differentiation, increased engagement, production efficiency, and enhanced brand storytelling. By focusing on the intersection of generative AI and social media, Snap is establishing a distinct advertising format that leverages their existing AR infrastructure while incorporating emerging AI capabilities.

The announcement comes during a period of intense competition among social platforms for advertising revenue, with various companies introducing AI-enhanced advertising capabilities. Snap's approach is characterized by its focus on camera-based interaction, building on the company's established strength in augmented reality experiences.

Implications for marketers

This development signifies several important shifts for the marketing community. First, it demonstrates how generative AI is moving beyond text and static image generation into interactive consumer experiences. For brands, this creates new opportunities to craft experiences that feel personalized while maintaining consistent messaging.

Second, the format potentially addresses the persistent challenge of creating engaging advertising content at scale. By automating aspects of creative production through AI generation, brands may be able to produce more variations with reduced resource investment.

Third, the emphasis on shareable, personalized content aligns with broader trends toward user participation in brand messaging. Rather than passive consumption of advertisements, users become active participants in creating branded content when they generate and share their AI Lens experiences.

However, the technology also raises questions about effectiveness measurement. While engagement metrics such as "playtime" provide initial indicators of success, the long-term impact on brand perception, purchase intent, and conversion remains to be demonstrated through more comprehensive studies.

Additionally, as with all generative AI applications, considerations around image quality, brand safety, and user privacy will likely influence adoption patterns. The control brands have over the AI-generated environments and how user likenesses are incorporated will be crucial factors in determining whether this format becomes a staple in digital marketing strategies.

Technical infrastructure requirements

The announcement does not detail the computational requirements behind the Sponsored AI Lenses, but the technology presumably leverages Snap's existing AR infrastructure combined with generative AI models. This integration represents a significant technical achievement, enabling real-time personalized content generation within the constraints of mobile devices.

For marketers, this highlights the increasing importance of understanding AI capabilities when planning campaigns. While the announcement positions the technology as reducing production complexity by eliminating 3D and VFX design requirements, successful implementation likely requires different types of expertise—specifically in prompt engineering and generative AI optimization.

Competitive landscape

Snap's introduction of AI Lenses occurs within a broader context of social platforms integrating generative AI into their advertising offerings. The emphasis on camera-based interaction distinguishes Snap's approach from text-focused or feed-based implementations on other platforms.

The technology also represents an evolution in how brands can utilize augmented reality for marketing purposes. Rather than simply overlaying digital elements onto reality, the AI Lenses create entirely new visual environments incorporating the user, potentially offering more creative flexibility while maintaining the interactive qualities that have made AR advertising effective.

Future developments

While the announcement focuses on current capabilities, the two-year development timeline mentioned suggests ongoing refinement of the technology. Potential future enhancements could include more complex scenes, improved personalization, and expanded creative options for advertisers.

The reference to "continuing our work to help advertisers stay at the forefront of AI-powered creativity" indicates that Snap views this as an evolving technology rather than a finished product. For marketers, this suggests the importance of monitoring how the platform develops these capabilities over time and how user engagement patterns with the format evolve.

Implementation considerations

For brands considering this advertising format, several factors merit consideration. The technology appears most effectively implemented when aligned with specific campaigns or cultural moments, as demonstrated by the holiday-themed implementations from Uber and Tinder, rather than as standalone brand messaging.

The emphasis on user sharing also suggests that campaigns should be designed with virality in mind, creating scenarios compelling enough that users want to share their personalized content with their networks.

Additionally, while the announcement positions the technology as reducing production complexity, brands will need to develop expertise in effectively guiding the AI generation process to ensure on-brand outcomes that meet their marketing objectives.

Timeline Summary

• Prior to 2023: Initial development of Snap's generative AI technology begins
• Over the past two years: Refinement of generative AI technology for creative execution
• Q2 2024: Data shows over 300 million daily users engaging with AR on Snapchat
• July 2024: Internal metrics establish baseline engagement data
• November 1, 2024-January 2025: Performance testing with brands including Uber, Tinder, and Coldplay
• April 8, 2025: Official announcement of Sponsored AI Lenses
• April 18, 2025: Current date, ten days after the initial announcement