Snapchat launched a brand new advert format on Tuesday to let manufacturers have interaction customers on the platform. Dubbed Sponsored AI Lenses, it’s a new device for manufacturers to create synthetic intelligence (AI) Lenses that customers on the social media app can use to click on selfies and submit them. The Santa Monica-based social media firm has been constructing out its augmented actuality (AR) filters on its platform for a number of years now, and just lately, it built-in AI into these experiences to let customers generate photos and filters.
Snapchat Will Now Let Manufacturers Create AI Lenses
In a newsroom submit, Snapchat introduced the Sponsored AI Lenses for manufacturers. Calling it a “new technique to create immersive, generative AI promoting on Snapchat,” the corporate claimed, quoting its inside information, that this new advert format can allow firms to get 25-45 % extra impressions in a single day.
Basically, with this advert format, Snapchat will enable manufacturers to purchase AR-enabled AI Lenses that showcase the model’s marketing campaign in an immersive means. These AI Lenses will then be added to all the opposite filters customers can already choose on the platform. The corporate believes this may enable manufacturers a brand new avenue to succeed in out to customers and promote their merchandise and advert campaigns.
Snapchat mentioned manufacturers equivalent to Tinder and Uber, in addition to the British pop-rock band Colplay, have already used Sponsored AI Lenses to create distinctive filters for customers on the platform. Tinder created the “My 2025 Relationship Vibe” AI Lens within the final week of December 2024, and Uber created the “My Thanksgiving Vibe” AI Lens earlier final 12 months. Coldplay additionally used a particular AI Lens to advertise its tenth studio album, Moon Music.
“Because of the immersive nature of the format, Snapchatters spent extra time participating with Sponsored AI Lenses in comparison with commonplace Lenses,” the submit added. Citing inside information between November 2024 and January 2025, the corporate claimed that each Uber and Tinder witnessed “increased than common” playtimes whereas utilizing the brand new advert format. The submit didn’t disclose any numbers.
Additional, citing inside information from the second quarter of final 12 months, the social media platform claimed that greater than 300 million customers have interaction with the AR experiences every single day. Customers in search of Sponsored AI Lenses can discover them inside the Lens Carousel.