Hari Krishnan Snapchat’s new Sponsored AI Lenses offer brands an easy way to create personalized, interactive in-app experiences, without the need for developer resources.
Snapchat has introduced a new feature that could change how brands engage with users on its platform. Sponsored AI Lenses allow brands to create personalized, AI-driven experiences that immerse users in unique, branded moments—all without the technical complexity of developing custom augmented reality (AR) filters.
Unlike the traditional AR-based Lenses that dominate Snapchat’s platform, the new AI Lenses focus on generating themed images based on users’ selfies. These AI-generated images are part of Snapchat’s Lens carousel, enabling users to place themselves in various digital environments tied to a brand’s identity. Although not strictly AR, the interactive nature of these Lenses still provides a high level of engagement, as users can share their personalized content with friends, potentially driving virality and broadening brand reach.
Snapchat’s move is part of a broader effort to simplify the creation of Lenses for brands. Through Lens Studio and new templates, brands can now create Lenses with ease, tapping into Snapchat’s network of AR creators for further customization. The addition of AI-powered Lenses reduces the barriers for brands, offering a scalable option for generating brand awareness and fostering consumer interaction with minimal investment in development.
“With Sponsored AI Lenses, brands can drive high engagement and virality while embedding themselves within Snapchatters’ experiences,” said a Snapchat spokesperson. “It’s about creating brand moments that are shareable, fun, and memorable.”
Given Snapchat’s track record of strong engagement through Lenses, this new feature is poised to become a go-to tool for brands looking to leverage the platform’s interactive capabilities without extensive resource commitments.
