Snapchat is introducing Sponsored AI Lenses, a brand new advert format that lets manufacturers interact with customers in an immersive manner. Whereas Snapchat has provided manufacturers the chance to pay for sponsored lenses on the platform for years, now they will leverage AI-generated experiences powered by Snap’s proprietary generative AI know-how.
With these interactive lenses, manufacturers can attain and interact customers in a extra enjoyable and interactive manner when in comparison with conventional advertisements, as they permit customers to take selfies to see themselves transported into totally different AI-generated scenes.
When customers take a selfie for an AI Lens, Snap analyzes their face to combine them into an AI-generated scene, the corporate instructed TechCrunch in an e-mail. The AI Lens makes use of a preset immediate and pose to create immersive transformations, offering as much as 10 totally different experiences inside one Lens.
“Over the previous two years, we’ve refined our generative AI know-how to make high-quality inventive execution quick and environment friendly,” the corporate stated in a weblog submit. “Sponsored AI Lenses eradicate the necessity for 3D and VFX design, changing them with AI-generated templates that may assist reduce manufacturing timelines.”
Manufacturers which have already used the brand new advert format embrace Tinder and Uber. Tinder’s advert allowed customers to generate a customized picture of themselves with the caption “My 2025 Courting Vibe,” and Uber’s let customers do the identical, however with a Thanksgiving twist.
Snap discovered that customers spent extra time partaking with Sponsored AI Lenses in comparison with commonplace Lenses, as each Uber and Tinder noticed larger than common playtimes whereas utilizing the brand new AI inventive format.
The launch marks the newest manner that Snap is exploring with generative AI and integrating the know-how into its platform. Final month, the corporate launched its first-ever video generative AI Lenses. In February, Snap unveiled an AI text-to-image analysis mannequin for cell units that may energy a few of Snapchat’s options within the coming month.