Generative AI-powered AR Lenses and video ads outperform static ads on nearly every attention metric, according to a new global study from Snap.
The research, conducted in collaboration with ad agency PMG and market research firm Eye Square, showed over three-quarters of US users interacted with GenAI-powered AR Lens ads for longer than two seconds — 29 percentage points higher than static ads.
Users also interacted slightly more with AI-generated video ads than static ones, with 52% of US users engaging with them for more than two seconds, versus 47% for static ads.
The Marketing Power of Generative AI and Augmented Reality, surveyed 14,800 respondents aged 13 to 44 across seven countries, including the US, UK, Germany and Saudi Arabia. It also drew on insights from 150 US marketing professionals.
The findings suggest that AI-powered AR, which allows users to interact with customisable, immersive ad experiences, are seen as ‘more unique and entertaining’ than static alternatives, leading to stronger engagement and better brand outcomes.
The study measured brand impact across key metrics:
- +9pp Aided Brand Awareness
- +10pp Brand Favourability
- +9pp Purchase Intent
- +7pp First Choice consideration
Beyond brand lift, AI-powered AR also encouraged action, driving an 11 percentage point increase in users wanting more product information or visiting a website compared to static formats.
Of course, Snap has skin in the game (it launched Sponsored AI Lenses earlier this year) but, cynicism aside, the data does highlight the potential of immersive formats to make advertising more active. The question is whether audiences will eventually tire of the novelty, or if AI-driven customisation can keep experiences fresh enough to sustain long-term impact.
The research also explored attitudes towards AI in advertising, finding that 79% of social media users believe ads should disclose when AI has been used. Transparency, it argues, may be the difference between curiosity and consumer distrust as AI-driven creative becomes mainstream.
It’s worth noting that the impact of AI disclosure varies by generation. For example, in the US, millennials felt more positive about AI videos after being informed of the tech’s involvement, while Gen Z felt more negative.
Respondents were also more comfortable with AI being used to generate backgrounds and products, rather than people, with 63% saying it was unacceptable to use AI to generate humans in advertising.