Snapchat’s dive into Gen AI isn’t just about slick filters and mind-bending visuals—it’s also delivering on the ad performance front. In a new cross-market study run with eye square and PMG, Snapchat pulled data from over 14,800 consumers and found that Gen AI-powered video ads – and especially AR Lenses – significantly increased user engagement. Compared to traditional formats, AI-created Lenses captured more attention, lingered longer in users’ memories, and produced better outcomes across core brand metrics.
One key takeaway? Users aren’t just gawking at these effects—they’re taking action. AI Lenses boosted not only visual interest but also tangible impact: higher intent to buy, more site visits, and even more chatter about the brand. Perhaps most importantly for marketers, these AI-enhanced visuals are no longer reserved for deep-pocketed brands—Snapchat has been working to make Lens creation more accessible via generative tools, widening the field for more players to dip their toes in.
But there’s a line consumers don’t want crossed. People tolerate—or even welcome—AI when it’s used for personalization or interactivity. Attempt to slip in an AI-generated human model without disclosure, though, and you’re likely to get the side-eye. Transparency matters: the study found that users were far more accepting of AI-powered ads when they were clearly labeled as such. Brands, take note—Gen AI works, but only when users feel they’re in on the trick.
Read more at Social Media Today.