Snapchat is launching Sponsored Lenses, a new ad format with Generative AI for brands. The format makes user experiences more interactive and engaging in a way that users will be able to view themselves with varied AI-generated backgrounds.
The platform’s parent company, Snap, was testing the feature for the past year.
Snap analyses users’ faces after they’ve taken a selfie for the AI Lens, to integrate them into a branded, AI-generated environment. The Lens creates the immersive effect by using a prompt and pose that is preset. There are 10 options for different AI experiences within one Lens.
“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.”
Snap mentioned that brands like Tinder and Uber were already using Sponsored Lenses, with the dating app creating an AI lens called “My 2025 Dating Vibe” during New Year’s that showed users as a part of themed backgrounds. Meanwhile, Uber Eats built an AI lens that showed people in family dinners and cozy settings during Thanksgiving.
Last month, Snapchat launched AI Video Lenses powered by an on-device AI model.
Published - April 09, 2025 12:21 pm IST
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