Gucci has launched the first Sponsored AI Lens for the luxury sector on Snapchat, enabling users to transform into characters from the brand’s “La Famiglia” collection using generative AI.

The interactive Lens lets Snapchat users embody six iconic “La Famiglia” characters, each representing a distinct style archetype. The characters include L’Incazzata in a ’60s-style red coat, La VIP wearing head-to-toe GG Monogram, La Bomba styled with the new Lunetta bag, Direttore in a tailored suit, Il Figo in a look emphasizing sensuality, and Principino representing magnetic appeal.

The “La Famiglia Lens” is available through Snapchat’s Lens carousel in France, the United Kingdom, the United Arab Emirates, and Saudi Arabia. The experience is accessible worldwide through Gucci’s public profile on the platform.

“Generative AI gives luxury brands an entirely new way to tell stories,” said Geoffrey Perez, Global Head of Luxury at Snap Inc. “We’re excited to bring this to life with Gucci, a House that’s always pushed creative boundaries on Snapchat – from AR try-ons to now generative AI.”

Snapchat introduced Sponsored AI Lenses in April 2025 as an advertising format that generates AI-driven images and places users within brand experiences. The company reports that the format can increase daily impressions by 25-45% for participating advertisers compared to standard formats. Early adopters, including Uber and Tinder, reported higher-than-average playtime with the format.