Snapchat has partnered with Gucci to launch the company’s first Sponsored AI Lens for a luxury fashion brand’s ad campaign. Powered by Snapchat’s proprietary generative AI technology, the “La Famiglia” Lens transforms users into characters from Gucci’s newest collection, including looks such as “L’Incazzata,” “Direttore,” “La VIP,” “Il Figo,” and “Principino.” The campaign allows Snapchatters to see themselves as these personas, helping consumers envision wearing the brand’s offerings while becoming part of a digital experience, according to Snap’s global head of luxury Geoffrey Perez. Snap’s announcement indicates the integration of Sponsored AI Lens technology will likely become a strategy to onboard more luxury fashion brands, offering immersive storytelling without building a custom AR Lens. Gucci previously used Snapchat’s immersive tech in 2020 with an AR Lens for sneakers and a virtual perfume experience. Over the past year, Snapchat has expanded its in-app shopping focus from small businesses to luxury brands, promoting Chopard, BOSS, and Lancôme during the 2025 holiday season via an immersive digital village. Luxury brands are attempting to reach Gen Z consumers, who are expected to make up over a quarter of global luxury spending within the next four years, according to Boston Consulting Group. Snapchat is the leading social platform in reaching Gen Z, with about 90% of 13-to-24-year-olds globally –