Snapchat introduces sponsored AI lenses, a new form of advertising that allows brands to engage with consumers in an immersive way. Snapchat has been offering brands the opportunity to pay sponsored lenses on the platform for years, but now they can take advantage of AI-generated experiences powered by Snap's unique generation AI technology.
With these interactive lenses, brands will help users communicate and engage in a more fun and interactive way when compared to traditional advertising. Because users can see themselves being transported into scenes generated by various AI.
When a user takes a selfie for an AI lens, SNAP analyzes the face and integrates it into the AI-generated scene. AI lenses use preset prompts to create immersive transformations to pause and provide up to 10 different experiences within one lens.
Image credit: Snap
“In the past two years, we've refined generative AI technology to make high quality creative execution faster and more efficient,” the company said in a blog post. “Sponsored AI lenses will replace AI-generated templates that will eliminate the need for 3D and VFX designs and help reduce the generation timeline.”
Brands that already use the new ad format include Tinder and Uber. The Tinder ad allows users to generate personalized images of themselves with the caption “My 2025 Dating Vibe,” and Uber users do the same, but with a Thanksgiving twist.
SNAP has found that users will spend more time engaging with sponsored AI lenses, as both Uber and Tinder use the new AI Creative format, as they are higher than the average playtime.
The launch marks the latest ways SNAP explores with generated AI and integrates technology into its platform. Last month, the company introduced its first video-generating AI lens. In February, SNAP announced a research model from AI text to image for mobile devices next month that will enhance some of Snapchat's capabilities.