Snapchat and Gucci have teamed up to launch a first-of-its-kind AI-powered marketing experience for the luxury sector. The collaboration introduces the luxury industry’s first Sponsored AI Lens, giving Snapchat users the ability to transform their selfies into stylized figures from Gucci’s La Famiglia collection.
Unlike traditional augmented-reality filters, which simply overlay digital elements on a user’s photo, this generative AI Lens completely reimagines the user’s image. Through the lens, Snapchatters can see themselves in six distinct Gucci styles, each reflecting a unique persona:
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L’Incazzata – a ’60s-inspired “little red coat” for the fiery personality
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La VIP – full GG Monogram for those who make a statement
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La Bomba – bold coat and the new Lunetta bag for the “bombshell”
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Direttore – tailored suit for the commanding “boss” vibe
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Il Figo – the “cool guy,” led by instinct and charisma
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Principino – magnetic style inspired by “the little prince”
“Generative AI gives luxury brands an entirely new way to tell stories,” said Geoffrey Perez, Snap Inc.’s Global Head of Luxury. “With La Famiglia, we’re inviting people not just to look at a campaign, but to step inside it and be part of the experience.”
The lens is available in select markets- including France, the UK, the UAE, and Saudi Arabia- and globally through Gucci’s official Snapchat profile. By combining exclusivity with mass digital reach, Gucci is pioneering experience-based marketing that turns users into active participants in the brand’s narrative.
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Why It Is A Big Deal
Luxury brands have long experimented with AR try-ons and branded filters, but Gucci’s AI Lens represents a shift from product-focused advertising to immersive storytelling. Generative AI reduces the need for complex 3D modeling, streamlining content creation while offering deeper engagement with consumers.
For Snapchat, the partnership underscores its push to expand camera-driven ad formats, aiming to attract bigger budgets from marketers and create more interactive, in-app experiences. Snap shares rose 0.8% in premarket trading after the announcement, reflecting investor interest in its innovative ad strategies.
Gucci’s AI Lens signals a turning point for luxury marketing: generative AI is no longer a novelty but a tool to craft memorable, personalized consumer experiences. As brands seek to connect with mobile-first audiences, AI-powered campaigns like this one could redefine how fashion and technology intersect.
