Snapchat’s Sponsored AI Lenses Change How Brands Connect With Users

Imagine pointing your Snapchat camera at yourself and, with a few taps, suddenly rocking a ’90s mullet or stepping into a faraway fantasy world. That’s not just a random filter—it’s Snapchat’s new Sponsored AI Lenses, designed to draw brands and users together through some pretty mind-blowing generative AI tech.

Snapchat’s been working on this update for a couple of years, ditching the slow, expensive 3D and VFX work that used to go into custom AR filters. Now, with the help of advanced AI, Lenses can be put together way faster, and deployed straight into the Lens Carousel where 300 million people play with AR every single day. We're talking about a real game-changer for advertisers trying to stand out in a crowded feed.

The trick here is personalization. The AI looks at your facial features and then drops you into up to 10 different scenes, all triggered by what you type. Want to try on outrageous new styles, or see yourself in a scene straight out of a Coldplay album? It’s just a prompt away. And brands don’t have to be tech wizards to pull this off anymore—the backend takes care of it.

Big Brands and Big Results: Engagement Blows Past Old Records

Uber jumped on this with “My Thanksgiving Vibe”—users saw themselves in quirky dinner-table scenarios, swapping reality for nostalgia in seconds. Tinder went with “My 2025 Dating Vibe,” letting people picture their future love lives. Both brands didn’t just make people smile—they kept them engaged for longer. Snap’s own numbers show Sponsored AI Lenses have pulled 25% to 45% more impressions in just one day, compared to the older Lenses. And people aren’t just clicking—they’re sticking around, playing, sharing, and talking about it.

Even artists are getting in the game. Coldplay used a custom AI Lens so fans could experience the otherworldly feel of their 'Moon Music' universe, right from their phones. It’s not just brands hawking products anymore; it's anyone wanting to build a world and invite people in for a few minutes of magic.

Abby Laursen, who heads product marketing at Snap, explains it like this: Sponsored AI Lenses make the brand experience “all about the user.” The technology puts the audience not just in front of the ad, but right inside it. It’s immersive, it’s easy to share, and it turns ads into something people actually want to play with. No more just swiping past.

At the end of the day, this is all about putting more creative power into the hands of both big brands and small creators, while giving users Lenses that feel fresh with every use. Who would’ve guessed playing with your phone camera could get this interactive?

• Technology

Written by Marc Perel

I am a seasoned journalist specializing in daily news coverage with a focus on the African continent. I currently work for a major news outlet in Cape Town, where I produce in-depth news analysis and feature pieces. I am passionate about uncovering the truth and presenting it to the public in the most understandable way.