Snapchat unveiled a new advertising format on Tuesday, aimed at enhancing user engagement on its platform. Known as Sponsored AI Lenses, this innovative tool enables brands to create artificial intelligence (AI) Lenses that users can employ for selfies and share with their networks. The Santa Monica-based company has been expanding its augmented reality (AR) offerings in recent years and has recently incorporated AI to enhance the visual experiences that users enjoy.
Snapchat Will Now Let Brands Create AI Lenses
In a recent announcement on their newsroom, Snapchat revealed the launch of Sponsored AI Lenses, which it describes as a “new way to create immersive, generative AI advertising on Snapchat.” The company cited internal data suggesting that this format could boost brand impressions by 25-45 percent in a single day.
This advertising method allows brands to purchase AR-enabled AI Lenses that convey their marketing campaigns in an engaging manner. These AI Lenses will be integrated into the existing array of filters available to users. Snapchat anticipates that this addition will provide brands with fresh opportunities to connect with users and promote their products and advertising initiatives.
Brands like Tinder, Uber, and the British band Coldplay have already taken advantage of the Sponsored AI Lenses, creating distinctive filters for users. Tinder launched the “My 2025 Dating Vibe” AI Lens at the close of December 2024, while Uber rolled out the “My Thanksgiving Vibe” AI Lens earlier in the year. Coldplay utilized a bespoke AI Lens to promote its recent album, Moon Music.
According to the announcement, the immersive quality of these Sponsored AI Lenses has led to longer engagement times compared to traditional Lenses. Internal data from the period between November 2024 and January 2025 indicated that Uber and Tinder experienced above-average playtimes with the new ad format, although specific figures were not disclosed.
Additionally, Snapchat reported that over 300 million users interact with its AR experiences on a daily basis, referencing data from the second quarter of the previous year. Users interested in the Sponsored AI Lenses can easily locate them within the Lens Carousel.
