Snapchat’s New AI Lenses Are Changing the Way Brands Connect With You – Here’s How

Snap has always been known for pushing the boundaries of creative expression, from quirky filters to interactive lenses. On Tuesday, April 8th, 2025, the company introduced a new generative AI ad format that brings a more personalized, interactive twist to sponsored content on its platform. Known as "sponsored AI lenses," this innovation is designed to encourage engagement, making ads feel more organic and fun for Snapchatters.

Unlike the more traditional advertising formats that focus on scale, Snap is emphasizing creativity and engagement. “We’re helping advertisers find new ways of storytelling and driving engagement,” explained Grace Kao, VP of Consumer and Business Marketing at Snap. “While ensuring that these experiences feel organic and fun for Snapchatters.”

This new ad format is powered by One Snap, the company’s homegrown generative AI technology, which Snap has been refining since late last year. Kao highlighted that Snap's use of generative AI aligns with the company’s broader philosophy: “Generative AI is a tool to enhance creativity, not replace it.” The introduction of sponsored AI lenses is an example of Snap’s approach to integrating AI into the creative process, ensuring that ads remain fresh, interactive, and engaging.

How Snap’s Sponsored AI Lenses Work: Immersing Users in AI-Generated Worlds

So, what exactly are sponsored AI lenses? These lenses allow users to incorporate themselves into AI-generated visuals using their phone’s front-facing camera. The result? Ads that feel less like traditional advertisements and more like personal, immersive experiences.

One of the first brands to experiment with this new ad format was Tinder, who developed the "My 2025 Dating Vibe" lens for New Year’s Eve. Users were placed into dynamic, themed backgrounds, such as standing on a bridge in Amsterdam or donning a studded black leather jacket in a cityscape. The idea was to allow users to explore different settings while feeling like a part of the ad itself.

Uber Eats also jumped on the bandwagon, creating a festive lens for Thanksgiving. The lens placed users in cozy, holiday-inspired environments, blending the festive spirit with branded engagement. According to Kao, the goal is clear: "Go beyond static ads," she said. "We want users to be able to organically integrate brands into their conversations with their friends."

These lenses are more than just pretty visuals—they're designed to be highly engaging. Each sponsored AI lens can include up to 10 different transformations, offering users various experiences to interact with. Snap’s production team works closely with brands to create these experiences, taking the lead on designing the prompts, themes, and poses for each ad.

The Future of AI Ads: Snap's Strategy vs. the Competition

Snap's new ad format isn't an isolated innovation. The likes of Meta, Google, TikTok, and Pinterest are all investing heavily in generative AI ad formats as part of their advertising strategies. However, Snap differentiates itself by offering a more interactive experience, allowing users to actively participate rather than just view static ads.

“We have a distinct approach,” Kao explained. “Unlike some of the other platforms that primarily use generative AI for text or image generation, our technology enables real-time, interactive brand engagement.” This sets Snap apart from its competitors, who may focus on generating static content but don’t offer the same level of user immersion.

As Snap continues to expand its capabilities, it remains clear that the company’s focus is on delivering more than just flashy, AI-generated images. The goal is to create lasting, engaging experiences that resonate with users, building a deeper connection between brands and their audience.

Sponsored AI Lenses: A Premium Ad Format with Premium Reach

Currently, Snap’s sponsored AI lenses are only available as a premium managed service and are not offered through its self-serve ad platform. These lenses appear as a “first lens unlimited” feature, allowing advertisers to place their sponsored content as the first camera ad experience users see in their lens carousel. With roughly 300 million people browsing the lens carousel every day, this format promises to offer significant reach for advertisers looking to make a big splash.

Incorporating up to 10 different transformations per lens and a takeover feature, this ad format is designed to ensure that brands get maximum visibility and engagement over a 24-hour period. While Snap has yet to reveal specific pricing details, the focus on high-quality, interactive content suggests that brands willing to invest in this premium service will have access to a more immersive, engaging advertising platform.

Snap’s new generative AI ad format marks a bold step into the future of advertising, combining creativity, engagement, and interactivity in ways that set the platform apart from the competition. As advertisers continue to seek innovative ways to connect with consumers, Snap’s approach could prove to be a game-changer in the world of digital marketing.