Snapchat is rolling out Sponsored AI Lenses, a new ad format.  As reported by TechCrunch, the company is making brands engage customers in an immersive way. 

The new format brings generative AI into the selfie camera. These Lenses allow users to snap a selfie and instantly place themselves inside AI-generated scenes. When a user takes a selfie, Snap’s AI analyzes their face and places them in a scene tied to the brand’s message. 

With Sponsored AI Lenses, brands can now use generative AI to transform user selfies into immersive, branded scenes. Users can create up to 10 different AI-generated experiences within a single Lens, using preset prompts. 

Tinder and Uber are early adopters of this new feature

According to TechCrunch, some brands are already trying it out. Tinder used the format for a “My 2025 Dating Vibe” campaign where users could generate a personalized image of themselves. The AI would create a customized image based on the user’s selfie, essentially turning the user into the face of their own dating prediction. Uber takes a seasonal approach. Users could see themselves placed in a Thanksgiving-themed AI-generated scene.

In both cases, the common factor is personalization and interactivity. Instead of watching or scrolling past an ad, users engage directly with the content. 

Snap continues to lean into generative AI for advertising tools

Sponsored AI Lenses are part of Snap’s investment in generative AI. According to TechCrunch, the platform introduced video-based generative AI Lenses in March.

Snap is trying to move beyond face filters and into immersive ad experiences. The goal seems to be to make ads look and feel like content users want to interact with. The new format could offer an engaging alternative to traditional ads.

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