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Gucci has launched its first ‘Sponsored AI Lens’ for the luxury segment in partnership with Snapchat. The move marks a new step towards how high-end fashion brands use artificial intelligence to engage consumers on social platforms.
The campaign places generative AI at the centre of brand storytelling, moving beyond static ads and conventional augmented-reality filters.
The AI-powered lens allows Snapchat users to transform their photos into stylized characters inspired by Gucci’s La Famiglia campaign. It uses generative AI to create a complete image transformation, which displays customers in Gucci's artistic universe instead of adding digital accessories or overlays.
Snap states that the format enables brands to develop immersive visual content as it eliminates the requirement for intricate 3D modeling and visual effects.
While fashion brands have experimented with AR try-ons and branded filters, this is the first time a luxury label has used Snapchat’s Sponsored AI Lens format. The shift from product-based advertising to experience-based marketing introduces a new approach that lets users participate in the marketing campaign.
For luxury brands, this lens offers a way to blend exclusivity with mass digital reach
The Gucci AI Lens is available through Snapchat’s Lens carousel in select markets, including France, the UK, the UAE, and Saudi Arabia, and is also available globally via Gucci’s official Snapchat profile.
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Gucci’s new launch highlights how generative AI transforms the advertising methods premium brands use to reach their mobile-first young audience. AI-based formats allow users to become interactive elements of a brand story, which results in improved consumer engagement and emotional bonding with the brand.
The partnership strengthens Snapchat’s ability to present itself as a platform that combines AI-based creative tools with shopping capabilities. The luxury marketing sector has reached a point where companies use generative AI as their standard tool for creating marketing content.
