Authored by: Ibrahim Zantout and AbdulKarim Bekdash, Client Partners at Snap Inc.

Artificial Intelligence is no longer just a back-end tool for optimization; it’s becoming a front-line partner in how brands tell stories and deliver results. AI has introduced a new marketing paradigm, one where creativity can scale instantly, and performance can be optimized with minimal friction. At Snapchat, we see AI not as a replacement for human imagination, but as a catalyst that allows marketers to move faster, connect more authentically, and spend more time on what truly matters: building meaningful connections with their audience.

Turning Audiences into Co-Creators

Consumers don’t want to be passive recipients of brand messages anymore, they want to be part of the story. Sponsored AI Lenses bring this vision to life by enabling people to co-create with brands in ways that feel playful, personal, and culturally relevant.

Powered by generative AI, these Lenses transform a Snapchatter’s photo into something entirely unique, dream-like portraits, surreal scenarios, or seasonal looks, based on a simple prompt or pose. Each interaction is different, preserving identity while encouraging creativity and expression. The result is an advertising format that doesn’t interrupt conversations, but becomes part of them.

The real breakthrough is cultural fit. Snapchatters already use filters and lenses as part of their daily communication, so when brands show up in that space, it feels natural rather than forced. Early adopters of Sponsored AI Lenses have seen engagement more than double standard benchmarks across playtime, share rate, and click-through, proving that when creativity feels like participation, audiences lean in.

Just as importantly, AI collapses the barriers of time. Traditional creative development cycles, 3D modeling, heavy VFX pipelines, can drag campaigns down. Sponsored AI Lenses give brands the agility to respond to cultural moments in real time, with pre-existing templates that can go live in as little as three days, and custom builds that take a few weeks to develop. In a digital environment where trends shift overnight, that speed is not just a tactical advantage, it’s a creative necessity.

From Manual Optimizations to Machine-Led Growth

For years, performance marketing meant constant bid adjustments and budget tweaks, with advertisers chasing efficiency in crowded auctions. That playbook is changing. Advances in AI and machine learning now make it possible to reach the right people at the right time with far greater impact. 

At Snap, we’ve invested heavily in AI- and ML-powered solutions to help advertisers achieve this shift. Our enhanced Target Cost (tCPA) bidding strategy is a prime example, using machine learning to dynamically optimize bids, driving both stronger engagement from Snapchatters and more efficient results for advertisers. 

The impact is measurable. Domino’s in MENA tested tCPA against Auto-Bid and achieved a 69% improvement in Cost-Per-Purchase efficiency, alongside lower costs and stronger user engagement. For an international brand competing in a crowded category, that’s more than a marginal gain, it’s proof of how AI can turn performance into a competitive advantage. Food for thought. More broadly, campaigns using tCPA for Pixel Purchase objectives have delivered a 21% reduction in cost per purchase and a 33% uplift in ROAS over 28 days. And with an evolved tCPA now live for app install and purchase campaigns across iOS and Android, advertisers can expect greater consistency and control across platforms.

The bigger point is this: AI isn’t just making campaigns cheaper, it’s making them smarter. By automating the mechanics of performance, marketers can focus their energy where it matters most: creating strategies, stories, and experiences that connect with people.

AI is reshaping marketing in multiple dimensions. On Snapchat, it powers formats that unlock creativity and tools that optimize performance, each designed to meet audiences where they are. In a region defined by rich storytelling and mobile-first habits, the opportunity is clear: when technology enables both expression and efficiency, brands don’t just reach audiences, they resonate with them.